WOW!

2012-01-24T11:43:00.000-05:00

How do you use Social Media...

Do you measure up?
Do you know how to measure it?
Do you know how to use it?

Check out this infographic. If you want to know more about how to make social media be a successful tool in your business...send me a tweet @MonteMartin with your phone number and I'll get right back to you...with a phone call...because the oldies but goodies still work for more indepth communication.

Disaster Preparedness: The connection to football

2011-08-01T21:12:00.004-04:00

Pre-season football training is a large phase of any team's plan with the goal of developing optimum strength and power for the season.

Similar to building a winning team before football season, having a well-thought out and practiced disaster preparedness plan helps ensure businesses and local governments have the strength and power to successfully recover in the event of an emergency.

I'm still deployed in Alabama, assisting in the response and recovery following April's storms and 63 tornadoes. Looking forward to September, National Preparedness Month, we are working on a statewide Chamber of Commerce campaign to push out businesses across the state. Is your business or government agency ready if a disaster comes? Have you had a nagging feeling that maybe it isn't?

Off yesterday (finally a Sunday off), I did my weekly shopping and picked up a copy of "O" magazine. This months feature is about intuition. I found the following quote interesting to ponder: Intuition is knowing, without knowing. It's instinctively, knowing something that you don't know how you know.

Have you ever had that feeling you should do something, though at the time it isn't perfectly clear why? A great example about disaster preparedness happened to one Alabama mayor.

Interviewed this past June, Tuscaloosa Mayor Maddox said he'd thought a lot about what could happen in the event of a disaster. He focused mostly on homeland security as thousands of Alabama fans pouring into Tuscaloosa for football games on select Saturday's during the fall. Never in his dreams did he imagine that listening to and then following through with a gut feeling about getting his city staff trained in Incident Command would become a real-life disaster in the form of the worst tornadoes to ever hit the state of Alabama.

Mayor Walter Maddox and his staff took Incident Command System training at the Emergency Management Institute (EMI) one year before the April 27 tornadoes hit the Alabama city of some 180,000.

The exercise scenario that that city officials were presented with in training was almost identical to the real-life storms that devastated much of the university town. The actual tornado took almost the same path - off by maybe a quarter mile the width of the storm as what was practiced in training. Much of what they envisioned would be destroyed - the Emergency Operations Center, the communication tower, the police department and the fire department.

Though taking the class at EMI is a very valuable experience, but budgetary constraints right now are making off-site training a challenge for governments and businesses due to the economy.

Even if you don't go to EMI, training is available online for free beginning with IS-100.b - Introduction to Incident Command System to more advanced and specialized classes for different types of businesses, organizations and governments.

I have taken these classes, written disaster preparedness plans, been trained to work in for all types of disasters and worked on the ground in crisis management, disaster response and recovery for the private sector as well as for local and federal governments.

To my coastal friends...this is hurricane season! Don't wait until a hurricane is on the way to write a plan. It is too late then.

And remember that regardless of where you live, emergencies of any kind can and will happen. It is a matter of when not if.

Let me know how I can help you and your business get ready today!

InfoGraphic: Coloring a story

2011-07-27T13:56:00.001-04:00

If a picture is worth a thousand words, maybe we communication types should consider using less words and more images. And with the growing popularity of communicating through social media there's only so much you can say in 140 words.

HubSpot’s Dan Zarrella conducted research to help determine the science of tweeting and packaged this research into an easy breezy infographic:

Are you using infographics as a public relations tactic? Below is an infographic I recently created for FEMA in the Alabama disaster that was distributed to the media, posted and tweeted. It was picked up and used by several media outlets.

Contact me to help you design a graphic to tell your story!

Social Media: Managing Bears

2011-02-07T14:39:00.006-05:00

Listening. Watching. Hungry?

The world of communication is 24 hours a day, seven days a week. Instead of being more comfortable with the plethora of media and marketing opportunities, clients are telling me they are more confused than ever. One guy told me last week he thinks of marketing today as a big bear.

One of my favorite lines from the Wizard of Oz sums it up nicely, “Toto, I have a feeling we're not in Kansas anymore."

The old familiars - advertising, promotions, public relations, and other marketing tools are still on the map, but the growth and integration of online marketing, both part and partial, has changed the more familiar marketing trek. It has become more complex, yet a more adventurous expedition which can land us in a more exotic and grander locale.

In some ways, the guy was correct. With the addition of social media to the marketing mix, it can seem to be a bit more of a wild and unwieldy animal. In terms of being social, many businesses to think only of the soft side of marketing, you know, going to tradeshows, placing a pretty ad, cozying up to audiences as if they are a favorite old Teddy Bear. With the integration of sales and marketing tactics, the practice has become more complex. And if the approach is wrong, it can mean coming face-to-face with Ursus arctos horribilis, aka a Grizzly Bear.

The type of bear you cross, depends on the hour, day, or even what else is happening in the world at the moment. One thing is certain, both no matter the marketing tactics, they require patience, planning, monitoring and the ability to track in one direction or another. A successful campaign, especially addressing the large landscape of social is identified with "The Art of the Hunt."

What is the potential?
Where is the largest group?
How do we ensure capture?

Like the animal-human response mechanism, social media requires attention and interaction or it will die. You must play with it, nurture it, verbally respond and exercise monitoring techniques to measure weight, function, energy and even proliferation. Social media can be unpredictable, but there are proactive techniques, tips and training so you know what to do should the beast go buck wild.

Do you need basic training?
Could you use directions?
Can you make it grow?

From a half day intro session to developing and implementing a campaign, contact me at 407-341-9866 for training and guidance. Wherever you are in regard to the social media zoo – planning a visit soon; strolling along amused and confused; or being gobbled up as prey – together we can tame the darn beast, I mean Teddy Bear.

Disaster Preparedness: Getting Personal

2011-01-25T15:54:00.002-05:00

“Compared to other disasters, how does this one compare?”

I have been asked this interview question numerous times. My answer to reporters goes something like this: “Whether there is two inches of water your home or flooding covers a rooftop, disasters affect and impact individuals. The month before I graduated from college, my family's experienced a large house fire. I may work for FEMA, but believe me when I say that when disaster hits, it is personal, individual and comparison doesn't matter.”

No one was at home when our house fire started. A neighbor spotted smoke and called the fire department. My mom, on her way home for lunch, followed the fire trucks to our house already engulfed in flames. We were all in shock. In addition to the damage to the house, the fire ruined or burned many things. My great-great aunt’s antique crystal candlesticks melted. Mom’s wedding crystal and china burst into tiny pieces. Her beautiful handmade draperies burned. Paintings were ruined from water or smoke. My prom dresses were destroyed, my dolls turned brown from the heat, and smoke blackened the covers and pages of our books. My brother lost collectibles and the furniture in his room. Dad’s workshop burned to the ground as it was the first area struck by fire.

Fortunately, everyone, including our dog was safe. Our family had planned and practiced what to do in case of fire or tornadoes. My brother and I knew how to tie sheets together if we needed to climb out a second-story window. We knew which tree to stand under in order to account for everyone's safety.

My parents had homeowners insurance. The insurance agent was onsite within hours and quickly hired a company to clean up the water and fire damage. The burned structural areas were reframed. Scorched living spaces were reconstructed. Insurance reimbursed my parents when they purchased new décor, furniture, clothes and replaced the molten appliances. Insurance funds covered a rental house during the months our home was being put back together.

In the midst of that situation, I would never have imagined how our house catching on fire might positively impact my future. I now know that fire was a pivital experience that helped prepare me for my work in emergency response and recovery.

I'm not very patient when driving on I-4 because I detest bumper-to-bumper traffic. Yet, as a disaster survivor shares their story, a heavenly amount of patience kicks in and my heart goes out to them. My ears are wide open to listen and between each deep breath, silent pauses and tears, I hear myself saying, "I've been there. I'm so sorry. I hear you. I understand. I'm here for you. People are here to help." I listen, encourage, share how they may recieve federal, state or local assistance, and occasionly we pray together.

Though I or the team aren't handing out money or fixing problems on the spot, once people learn help may soon be on its way negativity and tears become expressions of "Thank you," "You will be blessed you for what you do," and in the South, "God bless yall." I can say, this audible and visual feedback keeps me going the next day, sustains my faith and answers the call of my purpose.

Thanks to my mother, I learned how to plan (she's a big time list maker). I'm also strategic, creative, positive, an obsessed learner, and good at thinking on my feet - all valuable skills in the midst of a crisis. Extensive emergency management training and disaster field work are what I bring to government agencies, nonprofits and private industry when the time comes to plan, set up practice drills or manage crisis issues.

If you need help to create or update your plan, contact me at 407-341-9866 or at mmonte@hotmail.com.

Disaster Preparedness: Are you ready?

2011-01-18T22:07:00.002-05:00

Disaster Preparedness Kit
produced for the Kentucky
Department of Emergency Management

Resolve To Be Ready

The Federal Emergency Management Agency's (FEMA) recently kicked off a national campaign to encourage all Americans to resolve to be Ready in 2011.

I work in the world of emergency response and recovery. Each time I return home from a deployment, I feel blessed to have been able to contribute and do my part to help people in need. It would be amazing if humankind could prevent emergencies and crisis issues. Since avoidance is a futile fancy, the best we can do is prepare.

Geologists have peeled back Earth’s topographic cloak and validated that Mother Nature’s wrath has existed on Earth since the beginning of time. Hurricanes, fires, floods, earthquakes, polar shifts and even giant meteors have scraped, scorched, covered, shifted and altered our planet. In recent years the media has played out numerous tragedies rooted in human calamity, carelessness or intention to harm that cannot be protected by borders on a map.

When disaster strikes, it affects individuals, families, businesses and communities. Though FEMA and the agency’s employees play a huge role in the nation's emergency management team, disasters begin and end on the local level. It is for this reason Americans should step up to get ready because in a disaster-related event, prepared individuals and businesses are a huge asset to critical response and long-term recovery.

You should be confident that your emergency plan is solid, flexible and be sure your emergency kit is fully stocked. Without adequate preparation, a future disaster could mean that you, your family and your business must compete with thousands of vulnerable residents for food, water and critical resources including medical treatment and shelter.

In addition to disaster response and recovery training and hands-on experience under FEMA and the U.S. Department of Homeland Security, I’ve assisted businesses, municipalities and organizations develop and update crisis plans and train employees should they come face-to-face with a worse-case scenario.

Are you prepared for emergencies? If not, I can help you Get Ready in 2011. Contact me to learn more.

Sponsorships: Affiliation Sells

2010-09-20T21:13:00.000-04:00

Partner. Sponsor. Supporter.

No matter the name, partnerships, sponsorships and supporting roles create bigger and better experiences because of the relationship.

Pulling heartstrings.
Loyal customers are a valuable asset. The absence of tangible differences among products or services is an inescapable consequence in today’s marketplace where emotional logic has become the single most important business driver. Without emotional ties, a product or service is just like every other product or service. Affinity or cause marketing events and partnerships mean effective marketing is not tied to ears and eyeballs, but to heartstrings. Through sporting events, entertainment, the arts and nonprofits, smart companies can build brand and customer loyalty by affiliating their company, or its products and services to issues, events and organizations that current and potential customers care about.

Bigger pie.
Sponsored events create media opportunities. Whether through media partners or publicity, event sponsors gain big visibility because events typically generate wide media exposure. For many businesses, the cost of purchasing the same amount of media exposure that a sponsorship may garner through advertising or public relations is not affordable. In a challenging economy, sponsor affiliations can be very a valuable part of the marketing mix, expecially for smaller companies.

Seeing is believing.
Sponsorships can create, change and definitely reinforce the image of a brand. While images and brands can be projected through advertising, paid media can lack authenticity. Sponsorships create direct visual exposure to key audiences and the associated media attention creates credibility. The seeing part is big just from the courtside, trackside and on-the-field event banners and graphics.

Driving traffic.
When companies use the assets of their sponsorships they have many opportunities to create traffic-building promotions to event attendees. Sponsors can typically showcase products at events. Attractions, restaurants or service business may offer discounts. Media outlets can distribute premium items. Take a closer look at the logos printed on t-shirts worn at the gym, grocery store and at school.

Customers speak.
They are willing to reward, or even worse, punish with their wallets. Just think of the recent backlash following the BP oil spill when consumers started a campaign to boycott local gas stations. The spill was not caused by service station and store franchisees, but the oil disaster affected owners all over the U.S. Consumers say “social responsibility” is the number one factor that influences their impression of a company – more than brand quality or business essentials.

Hook ‘em and book ‘em.
Sponsorship are a great hook for driving sales. For example, the sponsorship of a retail product can be used to boost shelf space and increases co-op advertising. Sponsorships can be tied to in-store displays, coupons may be printed on partner bags, and for businesses such as banks new clients come directly from the sponsored teams and venues. This next month watch for the fast food restaurant that will partner with Universal Studios for the added value of luring hungry patrons also seeking discounted Halloween Horror Night event passes.

For more information on sponsorships or if you need help creating the right sponsorship plan for your company, product or service contact me today at 407-341-9866.

Crisis Management: Deepwater Horizon Response Post 1

2010-08-24T16:20:00.000-04:00

Post One

What I experienced, learned and accomplished deployed to the Deepwater Horizon Response.

Having just returned from working for Homeland Security in a support role to BP, the U.S. Coast Guard, state and federal partners on the Deepwater Horizon oil spill response, the experience even more indoctrinated my disdain for those who believe things at face value and then repeat the information without regard to fact. It certainly was a challenge for me at times because I wanted to shout to the world about the people behind the scenes working so hard to make a difference and the positive stories about the differences they were making.

Though I lived and breathed it, I watched in amazement at how the political, media and public conjectured. Was the information transparent? At first it wasn’t. Could the situation have been handled better? In the beginning, you bet. A person once told me that appearances are everything. I added to that wise council, “Yes, your point is well taken, but integrity and responsibility don’t appear as anything else.” From a public affairs standpoint, appearances, plus a lack of transparency is where the response to this disaster went wrong in the beginning. A few wrong decisions at the highest levels really affected the local residents and not enough factual information being distributed meant the media and the public were often left to speculate. And once a crisis issue starts out on the wrong track; it makes it easy for those on the outside to continue focusing on the flaws and the flawed.

Once entrenched in the response, I was humbled by the thousands of fellow Americans tirelessly working 12-14 hour days, seven days a week, and away from home for weeks on end. Working to restore the crisis in the Gulf, staff worked side-by-side representing more than 33 different logos...county, state, federal, military and BP.

The crisis was not created by one and each of us knew that alone, one could not solve it. It was not a political issue; it was a United States of America issue. The effort included so many amazing and talented individuals that I am proud to call friends and would serve with again any day. These people weren’t a big corporation; they were like you and me – professionals with passion, feelings, drive, experience and many were from the Gulf Coast region.

Responders surrounded me from all ranks and backgrounds. I can’t even begin to explain their dedication to responsibility, the highest regard to integrity and what a wealth of knowledge. From GIS to HAZMAT, writers to pilots, security to meterologists. On the flip side, I also ran into a couple of bad apples in the operation; yep, there were a few people with rotten attitudes and horrible management skills. Thanks mom for reminding me those types are in every organization, whether public or private, and though they are always a challenge and disappointment, patience, positivity and faith are the keys to working with them. On the up side, bad apples do eventually get discovered and the bad parts are discarded. Karma is sweet.

Though the tasks required long days and we were navigating a course without a proven critical path, it was truly a blessing to serve our country during the oil spill response and to work with the more than 1,200 BP employees, Coast Guard, Army, Navy, Air Force, state and federal personnel in the Mobile Incident Command Post.

What I experienced in this response was proof that no matter the task at hand, Americans (and a few British folk) from all walks of life can come together to effectively manage a crisis when everyone lays down their ego to develop and work a plan…and to keep trudging along...even on days when we wanted to be wasted away in Margaretville and covered in a different kind of oil.

Crisis Management: Training And Drills

2010-04-27T13:34:00.001-04:00

Plan. Prepare. Practice.

The fact that training and drills needs to happen is not a debate, but for governments, costs in an uncertain economy are an issue. As well, for many companies and government agencies, exercises are scripted plays of cut and past scenarios that are practiced over and over again.

Check out this April 2, 2010 article in The Washington Post, "National disaster exercises, called too costly and scripted, may be scaled back."

As a child, I learned to tuck and cover in tornado drills, how to stand in a door frame during an earthquake, and even way back then, we had a family plan of how to escape our two-story house and a specific location for our family to meet if we had a house fire. We practiced, and yes, we experienced them all for real, even a major house fire.

The measures our family put in place to plan, prepare and practice were small in comparison to larger state or national drills and training, but they saved us when it counted most! Whether a single family or a large agency, it is crucial to have drills and training. Scenarios should be as real as possible because they can save lives. Scenarios also should be goal oriented, measurable and practiced in a way that promotes communication, coordination and collaboration.

Having been involved in local, state and federal drills, some were for fluff, to receive a pat on the back for a “job well done” and only because they were mandatory. In one drill, I observed face-to-face communication and decision makers not being able to agree on next steps. I have been involved in training scenarios where if the situation were real, citizens may have been severely affected because people could not make decisions or made bad decisions.

During one particular training drill, upper management was not pleased with unsolicited feedback from those of us responsible for the ESF#15 function (comprised of county-wide communication folks) as we stood together (four of us at the desk during the exercise) to explain the potential ramifications of their directions and decisions. Fortunately, it was only a drill. After that particular drill, management decided to involve ESF#15 more closely in strategic planning, execution of drill exercises and asked for help in reviewing the entire operation for ways to tighten up. None of us should be afraid to make mistakes, and from our mistakes, learn from them the first time. After all, moms and coaches always say, “Practice makes perfect.”

Speaking as a communications professional, whether in public relations or public affairs, looking at all angles of a situation is ingrained in our thought process. As well, we are used to accountability when planning through objectives, strategy, goals, tactics and measurement. I believe it is our responsibility to encourage and work with management or government leaders to explain the rationale for implementing the same processes employed every day doing business should be used for crisis training and management. Most business and government people understand SWOT: Strengths, Weaknesses, Opportunities, Threats. Those four things can be used to measure performance in training exercises or drills. We can only find the error of our ways, discover weaknesses and adjust when necessary if training exercises and drills are executed with thought, built-in realism and include a mechanism to capture and measure performance. If we don’t insist upon it, then as communication professionals, we are the ones left to clean up the mess!

Stepping back to be sure processes and procedures are in place is sometimes necessary to ensure effective crisis planning, preparedness or practice is in place for a family as well as at the federal government level. No matter the actual hard cost or methods used to practice and train (live or simulated), successfully having implemented those three steps are priceless in a real disaster because people’s lives are at stake.

Does your company or organization have a current crisis plan in place? Do you know if your crisis plan is workable? Have you practiced your plan? Confused about crisis planning and management? Contact me to learn more.

News Release Images Impact

2010-04-22T11:11:00.000-04:00

From the approach at your front door to the first thing a reporter sees when opening a news release, images count!

Continuing the post, Spruced Up Releases Spring Media To Action, PRWeb has research to back up the fact that images have impact. They took a closer look at how multimedia impacts news consumption by studying the habits of their news consumers. The research combined quantitative analysis of usage patterns drawn from Web statistics with a survey and sent out to a segment of their email opt-in subscribers.

Here are top-line takeaways from that research:

1. People spend more time on releases that contain multimedia – Images really do have an impact on how much time people spend consuming news releases.

Releases with no images had an average time-on-page of 2:18; and
Releases that contained images had an average time-on-page of 2:47.

Since journalists receive hundreds of releases each day, every second of every eyeball spent on a page can be a huge advantage to getting a story noticed and picked up in the news.

2. Bloggers and journalists actually use multimedia – Not only does multimedia positively enhance the experience of news releases, evidenced by indicators such as increased time-on-page, but news producers (journalists and bloggers) actually use multimedia they find on news releases to help construct their ensuing stories.

48% of journalists and bloggers who subscribed to receive PRWeb news releases used an image or video in a news story or blog post.

3. Bloggers and journalists favor some forms of media over others – When it comes to various types of multimedia, content producers clearly favor images.

88% of producers agree or strongly agree that images enhance their experience of a news release;
Half agree or strongly agree that video enhances their experience of a news release; and
Only 28% agreed that audio enhances a news release.

Spruced Up Releases Spring Media To Action

2010-04-21T11:44:00.003-04:00

About two years ago, I began adding custom graphic headers and including photos and logos in Satellite Media Advisories. Several producers offered unsolicited feedback about how the image/graphic grabbed their attention when they were booking the SMT.

A picture is worth a thousand words." So it made sense I should use images to support the words in news releases as well. Below is a recent news release as an example. With media kits, high-res photos are included on a disc or thumbdrive.

Put A Spring In Your “Door”Step with a Personalized Doormat

-A custom doormat is this year's fabulous front door accessory!

ORLANDO, Fla. (April 20, 2010) – A beautifully customized doormat from The Personalized Doormats Company is the perfect way to welcome warm weather while also putting a spring in your “door”step. Keeping more than 50 percent of the dirt outside, doormats are functional, but a personalized doormat is a customized design accessory that is sure to perk up any front door.

"When it comes to a house, what’s out front actually can say a lot about what is on the inside,” said Interior Designer and TV Host Josh Johnson. “For example, how your front door area appears when approaching up close is similar to a home's curb appeal at street level. Does it feel warm, inviting and welcoming? Or does it give off an impression that is drab, unappealing and even a bit shabby? An entryway, whether large or small, sets the tone for your home’s interior and also portrays the personality of the individual or family living there.

At first thought, a doormat might not seem that exciting. But these doormats will fashionably perk up any porch, patio and the grandest of porticos with panache while also fulfilling the ultimate function of keeping the floors clean. The Personalized Doormats Company offers doormats that are stylish, affordably priced and selections in a variety of materials, sizes and colors. By offering personalization, what was once a simple mat at a door, changes the whole meaning of ‘doormat’. Doormats are an integral part of a home’s décor and speak volumes about the owner or renter as well.

“An online company, they have something for every style and budget. Selections range from classic to chic and from simple to just plain stunning. Materials include eco-friendly recycled plastic to beautifully hand-woven coconut fiber and I really love the sparkle of the cast aluminum. A doormat is something every home needs and The Personalized Doormats Company has certainly stepped up the doormat to make it a fabulous front door accessory,” said Johnson.

In addition to a variety of materials, the mats come in sizes and shapes to fit single and double doorways, both narrow and wide. Doormats are made of different materials and depending on the location, some styles are better suited for covered entryways, others are excellent when exposed to harsh weather such water or direct sun and select doormats are very reliable under heavy or muddy foot traffic.

Pura Vida (Live the Good Life)! Stop 50 percent of the dirt from coming in your front door with the stepped-up style of a personalized doormat. Order a mat from www.PersonalizedDoormats.com for a sunny forecast this spring on your stoop, steps, covered porch or drive-up portico.

For more information or to order a doormat from The Personalized Doormats Company, call them toll free at 1-800-899-0620 from 9 a.m. –6 p.m. EST, email CustomerService@PersonalizedDoormats.com or shop online anytime at www.PersonalizedDoormats.com.

The Personalized Doormats Company, www.PersonalizedCoormats.com, is an online retail store based in Longwood, Fla. Founded in 2002 as a small online company, Jill and Alan Mecca purchased the company in 2008. Now offering upwards of 15 different product lines, their personalized doormats are shipped to customers throughout the United States and Canada. The Personalized Doormats Company offers more top-quality personalized doormat styles for homes and businesses than any other U.S. retailer.

###

Contact: For more information, to set up an interview or to request high resolution photos, contact Ms. Monte Martin, WOW! Marketing, Public Relations & Events at 407-341-9866 or by email at MMonte@hotmail.com.

Media Interview: A Dark Secret Lurks At Disney

2010-04-05T14:28:00.001-04:00

At Walt Disney World, every day is happy...

...Or so you think!

Tuesday and Wednesday of this week, several reporters will get the chance to interview Disney Author Ridley Pearson about Kingdom Keepers III: Disney in Shadow. Set in Disney’s famous theme parks, this third book in his series of thrillers transports readers into a Disney World never seen by the average guest - after closing time and the last employee leaves - a world where evil characters rule the parks after dark.

BEHIND THE SCENES
New York Times Bestselling Author Ridley Pearson offers a glimpse into the world of the Kingdom Keepers and evil Overtakers such as Maleficent, the dark fairy from Sleeping Beauty who gives off a chill wherever she goes, shape shifts at will and has the ability to teleport herself and send bolts of lightning at enemies. Filled with action and brimming with the same meticulous detail as Kingdom Keepers: Disney after Dark and Disney at Dawn, Kingdom Keepers III: Disney in Shadow (Disney-Hyperion Books) is the third book in Pearson’s thriller series for young readers.

SCHEDULING INTERVIEWS NOW!
Reporters or bloggers wishing to set up an interview time should contact Ms. Monte Martin at 407-341-9866 or mmonte@hotmail.com.

THE BOOK

When five teenagers audition for jobs at Walt Disney World, they are hired as park guides. Using new technology, holographic projections of the teenagers lead guests through Disney's parks. The teens soon discover their job as a Disney Host Interactive (DHI), also known as a Daylight Holographic Image (DHI), isn’t exactly what it seems. Disney Imagineers (imagination + engineering) had no idea the technology might backfire. But backfire it did: some nights when the kids go to sleep, they wake up in one of the Disney parks as a hologram. The Kingdom Keepers discover their Imagineer friend has gone missing. Then the stakes grow higher when what starts out as a puzzle puts them on a quest for a sword, and the parks are in danger of being destroyed by a renegade group of Disney characters. They find themselves in a fight for their lives in order to save the parks - and the world.

THE GAME

In a groundbreaking and interactive Transmedia campaign, Kingdom Keepers III: Disney in Shadow includes bonus pages of clues as well as augmented 3D reality on the last page of the book. The online game, http://www.thekingdomkeepers.com/, enhances the reading experience. The book helps gamers unlock the game's interactive map and clues to online help Kingdom Keepers defeat Disney’s evil characters. Players must work together to defeat the villains who have escaped the parks and are now wreaking havoc on the Internet.

ABOUT PEARSON

Best-selling adult crime novelist with more than 25 titles translated into 22 languages in 70 countries;
Friend and co-writer of books with Dave Barry, humorist, columnist and Pulitzer Prize-winner for – Peter and the Starcatchers series;
Guitar player and founding member of The Rock Bottom Remainders, a band of best-selling authors including Dave Barry, Stephen King, Amy Tan, Scott Turow and Mitch Albom; and
Calls St. Louis home with wife, Marcelle, and their daughters Paige and Storie. (That's right, a page and a story.)

MORE

For more about Pearson and Kingdom Keepers: Disney in Shadow check out www.RidleyPearson.com or www.ridleypearson.com/blog_kids.html.

Social Media: Twittering About Twitter?

2010-03-31T15:56:00.000-04:00

Termed, micro blogging, Twitter is a great resource for expressing a personal brand, thought leadership and corporate brand.

Nielsen recently released staggering statistics about Twitter:

It is the fastest growing community site increasing 1382% in visits in February 2009 versus February 2008;
The majority of the user base (42%) is between the ages of 35-49;

Here are helpful tips for tweeters:

Check out and consider using a hash tag when appropriate as it is a way for people to search for tweets that have a common topic. #(insert topic)
Change your bio often to reflect a description of a project, not just about you or the reason for your twitter page;
Include a photo or logo to connect you or your brand to your tweeple for page personalization;
Monitor your followers. Just because you have lots of them doesn't mean they are desirable followers. Check a few followers and see who they are and what they do ; - ) Let me know what you learn! (you can change your settings to accept or reject new followers); and
Share the "love"birdies. Retweet! Copy and paste the original tweet, then put RT @ (insert originator’s username) at the beginning of the tweet and share the best links, tweets and gems with your followers.

Still twittering about Twitter? Not sure how to use it for your business? Contact me today to turn up your Tweet volume and tune into Twitter.

Planning: Spiffing Up For Spring

2010-03-30T14:48:00.004-04:00

Are your sales and marketing plans as bright, fresh and appealing as these Daffodils? Or more like a dried up bouquet of flowers that you haven't been able to throw out because they remind you of...something you can't seem to remember?

Or do you even have a plan?

My new online retail client Personalized Doormats, orginally contacted me to write two news releases per month as well as web and email blast content.

During our first meeting, I asked them how they currently integrated public relations (news releases, social media and media coverage) with other sales and marketing functions such as trade shows, email blasts, social media, promotions, special events, community relations, AdWords, etc. Their answer, "We don't. But we probably should. Can you help us with that?"

With their budget and goals in mind, I suggested they hire me to help them develop a sales and marketing plan the first month instead of writing news releases. So, we "worked together" the first month where I got their input and feedback. We had two, four-hour meetings; one, two-hour conference call; and four, one-hour weekly calls where I took them through a series of questions about their business, (past, present and future), competion, sales goals, personal business goals, products, customer service, a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis and more.

The end result, allowed me to take the information gathered to develop a six month sales and marketing plan, including a month-to-month timeline with activities and tactics. As well:

They'd never thought about joining two key professional associations.

Now, they are new members and have picked up new business from their memberships.

They have a blog, but rarely posted anything to it.

From new customer comments, product photos, special offers, tips, videos and news releases will soon begin being posted and in the next six months, as they build their business, they plan to hire me to "ghost write" blog postings on a regular basis.

Their twitter and Facebook account was set up, but they had no idea how to use social media. As well, the sites were not set up or being monitored correctly for their type of business model.

Last week, we had a three-hour social media training session where I taught them how to brand their pages and how to use the various sites - twitter, Linkedin, Diggit, Flickr, YouTube and Facebook - the differences in the sites; kinds of communication messages to post (not overly sales-y, not hard news, but with the intent of it being interactive, educational and informative), how to integrate the various social media sites, fun tips and tools to manage them and how to post, paste, link and tweet from from a technical standpoint.

I am now writing news releases and also formulating a new sales program to reach a market segment they'd never thought about. Not only will it build my client's sales, but this program will allow this new BtoB market donate to their charity of choice while selling my client's product to their customers.

So plan your plan. Write your plan. And work your plan. With a plan, you will see where you are today, where you are going and next year, look back over a successful year and see what made the difference. Contact me today to spiff up your sales and marketing plan this Spring! And...while you are at it... Order a new doormat today and "Put a Spring In Your 'Door'step!"

SMT: An email teaser awaits

2010-03-24T01:11:00.003-04:00

An evil plot is about to be unleashed upon Walt Disney World. The stakes grow higher every day, so stay posted. More clues to come.

What is this? It is a TEASER a.k.a. HOLD THE DATE

It is meant to:

Entice the reader of the email;
Arouse their interest;
Peak some curiosity about what's next;
Anticipate being pitched a story;
Know something is happening on April 7: and
To make them want to be a part before having all the details.

This teaser was just emailed to television media contacts and outlets in the top 20 markets. It is being sent in advance of emailing the Satellite Media Alert and then verbally pitching a Satellite Media Tour (SMT) with Author Ridley Pearson. The SMT will be on April 7.

There is more to come...And if you want a great teaser for your next campaign, contact me at mmonte@hotmail.com or 407-341-9866.

Marketing: Affinity Is A Kinship Connection

2010-03-18T21:56:00.003-04:00

New Family Members Can Mean A New Affinity

The growth and success of online retail stores is a recent phenomenon. Shoppers have begun to trust online purchases and brick and mortar companies are selling the same offerings online sold in stores. Today shoppers can browse the web easier than walking through a shopping mall. With affinity programs, people can shop at stores such as Macy's, Target, and even Expedia while contributing to a nonprofit without spending any more money than shopping on that same company's regular .com site.

About 10 years ago, a marketing phenomenon errupted known as affinity marketing. I learned about it firsthand when I was hired by a faith-based credit card company to write news releases and copy for their new Web site. A percentage of each purchase made by credit card holders went to a school, charity or mission each month that had been selected by the card holder.

A client recently asked me to share a little more about affinity marketing. She wanted to know more about how affinity marketing could be a win for their company, nonprofits and online shoppers.

Affinity Marketing...

Promotes a brand’s products or services to a niche audience;
Leverages other companies and individuals to promote or build awareness;
Partners a company, buyers and an organization with a common “affinity”;
Is as simple as an endorsement from one firm for another firm’s products or services in exchange for compensation or value;
Means purchases result in revenue for a company and a cause;
Means companies are cheerful givers to the community; and
Everyone wins!

The Challenges...

Finding the right audience;
Thoroughly exploring affinity group unique dynamics;
Time to develop, test, monitor, and measure messages, offers and pricing;
Impressing buyers to shift purchasing behavior;
Working with the benefactor to spread the word through their communication channels; and
Database tracking of purchases through different partners for causes.

The Benefits...

Target audiences have a stronger inclination to purchase;
Buyers are interested in receiving benefits;
Results are measureable;
Messages can continually be massaged;
Partners get paid through small percentages;
Feedback and information flows in from participants and buyers;
Buyers feel good about purchases that make a difference;
Can be a low cost way to improve customer retention; and
Customers may receive perk discounts or offers to use for another purchase.

The Opportunities...

Naming the program to strengthen the brand;
Focusing on unique ideas and concepts that may not fit mass marketing;
In a slow economy, consumers spend more easily when a purchase helps something they care about;
Beneficiaries receive revenue without asking for donations or hosting fundraisers;
Sales commissions are “pay as you go” rather than upfront advertising or salaries; and
Creating interest by giving back to the community.

Examples of programs...

Credit card companies offer custom credit cards and a percentage of each purchase is donated to a particular organization. The organization and the credit card company may promote the credit card opportunity through advertising, Web sites, brochures, signage and direct mail.
A grocery store chain donates a percentage of purchases to a registered charity. Customers registered with the store present an identification card or phone number at the time of their purchase and a contribution is made to the charity. The grocery store may promote the donation opportunity through store signage, news releases and advertising. The charity could spread the word at meetings, through news releases, newsletters, flyers and online.
A restaurant holds a promotion and portion of an evening's proceeds goes to a supporter. The customer knows to identify themselves with the supporter when ordering. The supporter promotes the restaurant to their members in newsletters, meetings, flyers, through public relations and on their Web site.
A service company offers a discount and cash donation to an association when someone in the association uses their service. In return, the association promotes the service to their members though various marketing channels such as newsletters, direct mail, and on their Web site.
A retailer offers to donate a percent of online purchases to the benefactor of a fundraising event (bike race, run, walk fundraiser). The participants hear the offer when registering, receive a coupon or flyer in their goody bag and see the offer on event signage.

Steps to set up an affinity marketing program...
1. Establish rules of engagement;
2. Determine the mutual win for everyone involved;
3. Determine the management process and proceedure;
4. Establish non-compete agreements;
5. Ensure all partners are on the team;
6. Brand the program;
7. Spread the word; and
8. Watch it work!

Done right, affinity marketing can be a very powerful marketing tool to amplify a brand's awareness by attracting new customers, enhancing the company's community relations and boosting sales. Want to set up a success affinity marketing plan? I'll help you build sales through kinship connections, so call me at 407-341-9866 or send me an email at mmonte@hotmail.com.

Fundraising Event: Welcome To My Place

2010-03-07T16:53:00.004-05:00

A Lakeside Fundraiser

One key to having a successful fundraising event is creating the right win-win for sponsors, donors and attendees. The win for each sponsor or donor is typically different, whether that is to receive program recognition, exposing their company to attendees through signage, receiving an event tickets, goody bag inclusion, or to use as a tax write off. It is important they get something in return for giving money or donating their time and resources to the cause as well as being sure all attendees, volunteers, hosts, donors, sponsors and media leave saying WOW! that was an awesome event.

In November, I was hired by a well-known businessman to create an event raising funds for a family, and friend of his, that had fallen on hard times. Since people love to attend events hosted at the homes of the "rich and famous" or at least someone with a local celebrity status, I convinced him and his wife (God bless her!) to host an evening house/backyard VIP party at their lake home. The casual Sunday evening event featured live musicians, food stations, open bar, silent auction, live auction and there was a "$30 donation" at the door. The evening event was combined with a golf event held earlier in the day and hosted by Bay Hill Country Club (the golf fee included an evening event ticket).

For part of the silent auction, a contracted company set up signed celebrity and collectible items where they received a small percentage of what was bought. In addition, for the silent and live auction, a volunteer team and I contacted companies to secure unique items such as: a gourmet dog basket; spa packages; a kitten and a puppy with vet exam and all shots; attraction tickets with behind-the-scene tours; hotel packages to New York (including charter flight), Tampa, Tahoe, Las Vegas and Hawaii; golf rounds with dinner; bathroom vanity; exterior home lighting; packaged restaurant gift certificates; custom jewelry; candle/spa baskets; health packages; a gently used ski boat; Diva Shopping Tour; car wash/waxes; and more items that people want for themselves.

Since there really wasn't a budget, so to speak, vendors, friends and family volunteered and/or donated their services including: security (Eddie and Dee Love); check-in; live auctioneer; bartenders (Lindsey Mackail); food stations (Winter Garden Pizza, The Crepe Cart Company, Timpano's, Gator's Dockside); valet parkers (John Chipps); dance floor, a huge glowing bar and high tops (Dennis Clegg); beer and wine (Florida Beer Company and Lakeridge Winery); fire pits; black Frisbees covered with magnolia leaves for floating candles in the pool (Sherry Martin); live auctioneer (Lori Chipps); borrowed coolers and trashcans (neighbors); money collection (John Kelly); photography (Keith Lambert); videography (Nathan Weatherford); and way more people helped out than I can list.

We could not get everything donated, so there were a few hard costs that were taken out of event profits, most of which were negotiable. Those included: my event management fee (deeply discounted because it was a cause I supported in a big way); rented glassware $150; ice delivery $150; professional musicians $500 (discounted being a Sunday night); 25 rented pieces of white leather furniture $1,800 (at cost because Cort Furniture Rental was a sponsor otherwise would have been $7,500); clear plastic plates, napkins, utensils $100; rented 10-4'x8' tables and linens $250; 20 tiki torches and oil $100 (the host bought and kept for future parties); fire pit wood $75; and 2 teenage boys were each paid $50 for 10 hours work to set up and take down.

The wife of the family, benefitting from the event, made a last minute decision to attend and unexpectedly asked to speak just before the live auction. As she took the microphone, her voice began to shake. We had never met before that night, but I knew their story and felt like she needed someone to stand beside her. So, I casually moved on the stage and put my right arm around her. My intention was to be there for moral support, but the longer she talked, she began to physically lean on me to hold her up. Her words brought tears to everyone as she humbly spoke amazing words of gratitude.

In theory, we tend to think people only donate to causes they champion, but a well-organized, themed event set in a unique location is a huge draw for attendees. Donors or sponsors just want to meet desired marketing or sales goals for future payback (in this case, their win was direct exposure to attendees). Combined with the golf outing, $60,000 was raised in one day for one family.

Invited guests came early, enjoyed food, sipped cocktails, danced, shopped and stayed way later than we ever expected on a Sunday night. It was hard work on my and the host's part, but we agreed it was very fulfilling. Everyone went home with a little less in their wallet, but with a bigger heart blessed by giving to a family in need.

If you want to be sure your event has WOW! contact me to discuss your needs at mmonte@hotmail.com or 407-341-9866.

(A special thanks to my mom, Sherry Martin, queen of Southern hospitality, an award-winning brownie chef, vendor coordinator and the best ever details activator as well as my friend and sidekick, Rhonda Murphy, the queen of fun, my timeline orchestrator and an awesome onsite coordinator. I could not have made this event successful without them!)

Twitter: Tweets Of Wisdom Part 1

2010-03-01T15:09:00.000-05:00

Hello. Tweet tweet.

Twitter Communicates

Twitter has a very simplistic concept and this gives people a misconception that it doesn't take much time or dedication. But, like other tactics used to reach your customer base, including e-newsletters, brochures, news stories and for that matter even web content, it is a communication tool that has to have enough effort behind it, and using the right words for measurable success.

When I first set up my twitter account, I had no idea about hash tags, retweets, if I should manage who followed me…or not, how to get people to follow me, or many of the other functions surrounding twitter.
In addition to posting 140 words or less, there was the tracking, analyzing, evaluating and reporting if I wanted to monitor the ever so much sought return on investment. Especially, since I quickly learned that twitter could take up a lot of time.

Twitter Engages

Without a social media plan specifically tailored to achieve business goals, I can’t tell you how often or what to twitter. But, I can promise that effectively tweets can build your business if done right.

Three ads don’t make a successful advertising campaign. One news release without follow up pitches to media doesn’t usually result in many stories, and a tweet or two here or there doesn’t build your business.

Twitter can’t be done in five minutes a day with five “seemingly engaging” tweets. The key word here is engaging. This social media tool isn’t just about pretty pictures, bragging on how awesome your company or product is, and unless you are a celebrity, no one cares what you eat for lunch, when you get your nails done or your golf score. Twitter messages must be meaningful to your followers in a way that engages them to retweet your message, click on a link to learn more, become educated, or purchase your product or service.

Twitter Connects

Just like media relations, customer service and business networking, think of it like a connection. Done right, it is a tool that gives you direct communication and allows for interactive feedback with current and potential customers. As well, there are tools to measure metrics and return on investment to show how it works.

Social media can be a powerful and effective tool if you commit to it and use it correctly. Twitter is not for every business, but with a plan of tactics, twitter can play a part in achieving business goals. With a little time and patience, it is very effective and by using time-saving tools efficiently, “we” don’t have to be connected 24/7.

Twitter Works

If you want to know more about how to use twitter to build your business and tweet to your tweeple, contact me @ mmonte@hotmail.com or 407-341-9866!

Web SEO: Count your chicks, er...clicks before they hatch

2010-02-18T10:33:00.000-05:00

Survey says...
...Put your SEO program into perspective!

A recent article by Rob Garner from iCrossing says his company just released a study on SERP (search engine results pages) click rates, indicating the sites surveyed received more than 95% of all their non-branded natural search traffic from page-one across all three major engines. The data included 8.9 million queries sampled over nine months, representing 10 enterprise-level Web sites in different diverse verticals.

According to the survey, when looking at all three search engines, SERP click rates were within a razor-thin margin from engine to engine. Google provided the highest average; with 95.8% coming from page one, compared to Yahoo at 95.2%, and Bing at an average of 95% (total average of 95.3%).

It also found that most travel sites had the highest percentage of non-branded page-one traffic at more than 97% and businesses that focused primarily on health and insurance had the lowest percentage of first-page traffic at 93%.

Out of the almost nine million searches surveyed, queries break out across three major engines as follows:

More than 8.5 million non-branded natural clicks came from page one across all three engines
232,000 clicks came from page two
180,000 came from page three

When thinking of people searching for a site on the Internet, there is one key thing that puts your search engine optimization program into perspective: For first impressions and ultimate clicks, count your SEO chickens on the first page.

Crisis Management: The Ambush Interview

2010-01-03T23:57:00.004-05:00

A reporter sticks a microphone or camera in your face. What do you do?

Avoid these common mistakes:

Never ever say, "No comment."
Don't do the duck...i.e. acting like the reporter, camera or microphone are not there by continuing to go on about your business or leaving the area without saying a word.
Garbling an answer or blurting something out to satisfy the reporter quickly. In all likelyhood, even if you know your topic and the answers to their questions, you will look and/or sound ambushed and surprised.
Don't ask the reporter to call your office to schedule an appointment.
Don't say, "If you give me a list of your questions, I'll be happy to look at them and get back to you."

Keep in mind that the camera is rolling! Anything you say or anything you do can be put on TV! The only way a to engage with a reporter in this situation is the following:

The CEO should, stop, smile, look the reporter in the eyes (not at the camera).
Politely say, "Thanks for your interest in interviewing me. I would be more than happy to speak with you, but right now I am about to...step into a meeting, leave to pick up my child from school, file a report, meet with my staff, rehearse for an important presentation, etc. (something credible and real).
Now, let's set something up for (later this afternoon, this evening, or in the morning-the CEO inserts time of day to allow for prep time).
This way, we can sit down, and I can be sure to have plenty of time to answer all of your questions.
As well, I'll be happy to stop by your office/station if that is convenient or you may drop by my office."

Remember, a reporter is a person and they appreciate being directly spoken to and politeness counts! Never brush off a reporter! They have an assigned story to do and the CEO (good or bad) has a story to tell. How the ambush is handled can turn a story from bad to worse and bad to much better, maybe even decent.

As a spokesperson, you'd be surprised how many times they have asked me to stop by their station when I offered. Reporters are usually on a deadline and I have found that by offering to do the interview at their station, you are meeting them more than halfway when an interview is put off for a later time. Plus, sometimes it is in the company's best interest to not have reporters roaming around the office and an interview disrupting the workplace. By going to the station, the location is actually more neutral.

There is also something to the fact of the reporter/station playing host to the CEO vs. the other way around. As the host, the reporter may not be as agressive or "in-your-face" with questions...Note: May not...

So, the interview is set for later. Now what?

The CEO calls the communications team to advise them of the scheduled interview.
The PR person should call the reporter and ask, "If there are any specific questions or areas of interest for the interview because I may be able to provide backgrounders, bios, or fact sheets that will be helpful for the interview."
It is fine to email information to the reporter, especially if the background materials are technical or detailed in nature.
Staff gathers other appropriate information for the CEO including key messages, talking points, FAQs, backgrounders, fact sheets and answers to hard-hitting questions.
Then, if needed, the CEO has time to review the materials before the well-prepared and relaxed interview.

For more information about how to come across as a success on camera and nailing that interview, contact me to set up media training for your CEO, staff or key management.

Social Media: Santa Goes Viral

2009-12-01T09:52:00.005-05:00

Suddenly Santa...flys on the World Wide Web...without the help of his reindeer.

Central Florida media outlets were invited to cover a sneak peak of Suddenly Santa, a “flash mob” video production being filmed today at the Winter Park Amtrak Station and in the surrounding park area. The script included an impromptu appearance by Santa along with hundreds of orchestral singers and choreographed dancers in a surprise performance to local cast members staged as families and tourists enjoying a day in the park. The joyous four-minute video, Suddenly Santa, was unleashed on Thanksgiving Day, Thursday, Nov. 26, 2009 at 2 a.m. on www.YouTube.com/SuddenlySanta.

Want to create your own viral video? Contact me and I will hook you up with all of Santa's elves, in this case it was volunteers, to fly around the world.

B-roll: More than pictures

2009-11-21T01:27:00.000-05:00

B-Roll is video footage, with or without sound, used by broadcasters to supplement the main elements of a news story. In addition to the video, B-roll includes key images, copy and back-up material. It may include short quotes from spokespeople as well as sounds and images. It typically contains video without sound for broadcasters to select their own segment of the video for their story and they will match it with a voice over or on-screen explanation from the reporter or anchor.

For the most part, B-roll enhances, adds dimension or visually tells the story, but the origin of B-roll was footage shot that could cover an editing jump cut.

In the world of film and documentaries, B-roll is quite often thought of as back-up footage. For film, the producer uses the footage to edit together unconsecutively shot clips or scenes. This is done by changing from the A-roll to the B-roll while the audio from the A roll shot or another source plays under the B-roll. The footage allows the editor to cut back to footage, so that it appears as if the two scenes, visual and audio, were shot together as one piece.

In the context of news, B-roll has a different use. B-roll footage is provided to a broadcast news station to complement a story. It is shot in advance of the story that will run on the news. Producers set up the the provided visuals, but add their own or provided script from a news release or fact sheet and the reporter or anchor does the audio narration so the story appears like it was all done by the news station.

B-roll for news includes the picture stories followed by a series of soundbytes from spokespeople, people interviewed, sounds or "words from the man on the street". Each section of the video is introduced by what is know of as a slate. A slate is a black frame that runs for a few minutes before the B-roll footage is shown. The slate typically includes the title of the slate/segment, spokesperson's name and title, a short description of the footage and the the time the footage runs (usually in seconds).

When footage is provided in this format, editors and producers use the copy provided such as a suggested script, talking points, a fact sheet, a backgrounder or other important information to describe the story with the visual B-roll footage to backup the story for a segment in their news program.

Video publicity needs high-quality, timely, newsworthy footage to get the attention of news decision-makers. Broadcasters are likely to use B-roll of events with celebrities, action-packed stories, and new products or services.

B-roll works best when it is carefully and concisely edited. Accompanying interviews or sound bites always follow the B-roll footage.

Remember to always include a table of contents of slates, logo(s), graphic(s), photo(s) and the contact name and number on a slate at the end of B-roll.

2009-11-12T12:32:00.001-05:00

Shake A Tail Feather: Book Holiday Business

2009-09-24T08:01:00.006-04:00

An event company owner sent me the following question...

I am a catering , production and entertainment company. I need to know how to get more holiday parties for this season.. Help!!!!!! Corporate parties, invitations, entertainment, catering and more is our business help me get more business.

Sherry Schweitzer
Owner, A TOUCH OF CLASS,INC. CATERING AND EVENT PRODUCTIONS
----------------------------------------------------
Sherry,

Assuming you already have an awesome website and collateral materials to sell your services, try the sales and marketing tactics the Tina Turner way and "Shake A Tail Feather" today.

1. Advertise in the local business journal newspaper starting in October. Offer an early booking special that includes added value such as invitation design, printing and mailing included for parties of a certain size (Bump up your prices a little this year to cover the added value). Or the first X number of people who contact you get a one-hour consultation for FREE.

2. Write short articles or tips. Distribute them to the local media and post them online.

3. Start a blog. Write about what you offer that makes your company different. Post your articles and party tips. Post photos of other events and parties.

4. Offer to speak for a few minutes on how to have an amazing holiday party or event at local women's clubs, civic clubs and business organizations. Sponsor a table or donate inexpensive center pieces of pine needles and magnolia with floating candles. Call them now to book for October.

5. Start sending weekly e-newsletters to your old clients and add potential new clients. (If you don't have a database, you can buy a list or create your own by researching businesses that you want as clients. Call them for the name of the contact who books their events and holiday parties. Ask them if it is ok to send them holiday event information.

6. Get booked on local TV or radio programs to talk about party and event planning. Ask them to put a link to your website on their website. You are an expert and the media wants to talk to you.

7. Send out news releases about your company, new clients, photos of creative invitations and events, unique entertainment you have available

8. Host a VIP after 5 what's coming this season open house with wine and cheese NOW! and invite area businesses. Display (video/photos) to showcase your company.

9. Get flyers or brocures made with colorful photos of your previous events, parties and invitations. Distribute them to area businesses including banks, doctor's offices, law offices, car dealerships, hair salons.

10. Pick up the phone and call people and ask for the business. Cold calling sucks, but it works! An old sales adage is that you should make 10 calls to get two appointments to make one sale. If it were only that easy today! I'm guessing that now it is more like 25 calls to get two appointments to get one sale. And ad that, you have to call them at least twice because it is hard to reach someone on the first call.

Why Tina Turner? Well this one is a look-a-like, a good one, and she made me think about using the name of one of Tina's songs to grab attention, or at least use as your motivation...

Good luck! And, if you need help with any of these, I'd love to help market your company!

Event: Creating A Mythical Opening

2009-09-18T22:29:00.004-04:00

All hail the Olive!

It seems like a new restaurant opens every week in Central Florida. And being in the center of the entertainment and theme park world, for the opening event to stand out, it means having more than food and drinks for a memorable "ribbon cutting". Besides sending out invitations to the VIPs and key media, creating the event flow, planning the menu, and more, I wrote a "blessing" as an attention-getting way to kick off the grand opening night.

After the presentation, a friend asked which book or movie the words came from as they were so mythical and "Disney-esque," they had to come from a Greco-Roman story. He was right about the mythical part, and it was a story only the words and dramatic scene were written from the theater of my "Monte-esque" mind.

For your reading pleasure:

The olive has been held in high esteem since the beginning of time. Myth has it that the Goddess Athena introduced the precious fruit of the olive to the ancient Greeks and they named a city for her.

Homer called the oil of its fruit, “liquid gold.”

Hippocrates, considered the father of modern medicine said, “Let the food be the medicine and the medicine be the food.”

With a multitude of uses – for light, food, and healing – the olive and its oil has been revered for its magical properties, history even deeming it greater than the power and speed of Poseidon’s horse.

I present the olive.

A precious seed
Born forth from this small fruit
Placed with care by hand
Connected to Earth
Enriched by soil
Peppered by rain
This olive doth grow to be
A life-giving tree
The harvest cometh forth
Bountiful and mythical
Most blessed fuel
Oh nourishing food
Hail its healing tenents
Treasure guarded by royalty
And reveled in world religions
Now an Olive tree blossoms in Orlando
So we celebrate nature’s gift tonight
And with this act
We commence a new flame
Of a forever blessed light.

Ladies and gentlemen
Raise your glass and toast to the grand opening of The Black Olive.

Now, here is a peak at the grand opening ceremony:

Ten Tips For An Awfully Unappealing Presentation

2009-09-14T15:43:00.004-04:00

Watch paint peel...Slow. Tedious. Messy.

Great presentations require a bit of skill, forethought, a lot of work, and practice (even when doing the same presentation over and over). Giving a poor presentation is easy. Try any or all of the following tips that are guaranteed to be as exciting as watching paint peel off bricks.

1. Misspell words. To for two. Lie for lay. Delete the “i” in Public Affairs. Don’t run spell check! Forget spell check to generate laughter that isn’t a joke.
2. Use too dark or light type on a too dark or light background. Green on blue, red on black, light blue on white or yellow on peach...all are especially difficult to see.
3. Be creative with type. Combine Old English uppercase, Comic Sans italic, Times New Roman bold, Brush Script, add shadows and several underlines for emphasis and several font colors. Make it look pretty. (fyi...the design rule of thumb is no more than two fonts including different styles i.e. bold, italic, condensed of the same font)
4. Use 6 point type. Pretend you are an optometrist! With a free vision test you can say, “This isn’t readable, but here is what it says…”
5. Stttttrrrrreeeetttttcccchhhh logos and photos. This way they fit. Who cares if the circle is now an oval? Or the square is a rectangle?
6. Insert low-resolution logos, photos and graphics. They look fuzzy and faded on your computer screen and even worse when projected or blown up. Be sure to use less than 75 dpi or and smaller than 900 pixels wide by 720 pixels high.
7. Dress down. Wear a shirt “worthy of discussion.” Wear your “holy” jeans. Flip on those flops. If dress down was good enough for the White House a few years ago, it is good enough for anyone.
8. Read every word of every slide, poster, handout. Keep your back to the audience. Then you can't tell who is sleeping.
9. Use free clip art. Why spend $5 for stock images, photos or illustrations when free means kudos for being budget conscious.
10. Don't practice. Don’t rehearse and never arrive to set up early. You don’t want to seem overly polished.

Seen it, heard it or slept through the presentation? If so, may these memorable tips be memorable enough for you to remember not to use them.

SMT: Building Buzz

2009-08-12T09:39:00.009-04:00

Here are a few smart reasons to do a satellite media tour.

1. Incredible cost savings.

- Effective TV commercials and radio ad campaigns cost thousands upon thousands of dollars, not only in the creative process, but also for the time purchased on air.

- They produce buzz...that the news media helps create. (Yes. That is me briefing Col. Buzz Aldrin for the SMT on July 16, 2009 at 5:55 a.m. Photo by Lisa Cannon)

- Satellite media tours "start" at around $18,000 for pitching and producint. Fees may increase for remote locations and other add ons such as catering, make up artists, number of cameras, lighting crews and such.

2. No advertising.

- They are NOT a commercial and broadcast audiences know the difference.

- News typically owns a captured audience so people tune in and don't change to another station until the broadcast is over...or during commercials.

- An aired segment helps a company stand from their competition.

3. Say "credibility".

- Interviews in the news translate into credible experts for the viewing or listening audience.

- The art of producing a great tour is working with the client and person being interviewed to ensure their talking points or responses to the host, anchor or reporter don't sound like a commercial. It is news by the way!

4. Timing is everything.

- Incredible timing means SMTs offer a chance for opportune and strategic placement in the news.

- Both offer the ability to quickly respond to regional or national issues.

5. Very little effort for client.

- Media tours are written, pitched and produced by an SMT specialist.

- Production can be conducted in a studio or can originate from remote locations by hiring a satellite truck.

- It only takes set amount of time for the client (typically three to six hours during a tour) to reach an audience of millions.

6. Huge value.
- Because of the Internet, broadcast interviews live on! They are posted on a station's website and are then shared via social media (YouTube, Facebook, Twitter, etc.)

- A news story has a higher perceived value placed on it than advertising. When measuring, a news story MAY be valued up to four times the cost of the same length for a broadcast advertisement during that same time.

- And lastly, SMTs are measurable in many ways!

Check out my earlier posts of several SMT interviews with Buzz Aldrin that I helped produce on July 16, 2009 for the 40th Anniversary of Apollo 11 at Kennedy Space Center. I was three feet below him and one foot behind the camera working as the floor producer. There was also a camera guy, a lighting tech, a makeup artist, Buzz's assistant, and two caterers on the floor in addition to three producers in the satellite truck.

For more info about producing a tour, working with me to pitch and book your tour or to discuss your next Satellite Media Tour, give me a shout at 407-341-9866 or mmonte@hotmail.com.

Satellite (SMT) and Audio (AMT) Media Tours

2009-08-11T18:47:00.008-04:00

Shoot from here (location) up to there (satellite) and down to there (broadcast station).

Satellite Media Tours (SMTs) are used to book a company expert, CEO, spokesperson or celebrity on television to be interviewed for the news. They are usually live, but can also be live to tape (meaning the interview seems live when it runs later.)

Organized, pitched and produced by a public relations specialist, these one-on-one interviews, are booked by news producers or talent bookers. In what are called windows, the producer works with the person pitching the tour to secure a specific time for the interview. The interviews are typically booked within five to 10-minute windows. The interview, typically from one to 10 minutes, takes place within the window and the hit time is the on-the-spot time that the interview is scheduled to start.

To organize all of the information, the specialist uses a tour production grid which is shared with the client, the talent or person being interviewed and the production staff. The grid is the Bible, plan, part and parcel for the tour production team.

A typical grid contains the following:

Number of windows (6:00-6:10, i.e. 6 a.m.-9 a.m. with 5 to 10-minute windows
Hit time (6:03)
Segment length (i.e. 2-2.5 minutes)
Station name, location and affiliation
Anchor, host, reporter or talent name(s)
IFB # (more on the technical stuff later)
Control room number
Producer's name, phone and email
A back up phone number
Key information about the station, producer, talent, etc.
Address to send b-roll (Beta or DVD) before the tour

Media tours get out a specific and news worthy message to millions and can target a key audience!

Check out posts on the recent SMT for the 40th Anniversary of Apollo 11 with Buzz Aldrin at Kennedy Space Center.

For more about producing a tour, pitching and booking your tour or to discuss your next Satellite Media Tour, contact me at 407-341-9866 or mmonte@hotmail.com.

SMT: Buzz Aldrin KARE11 Minneapolis

2009-08-10T14:14:00.003-04:00

Aldrin reflects on 'Moon Landing' 40 years later

kare11.com Twin Cities, MN Aldrin reflects on 'Moon Landing' 40 years later

SMT: Buzz Aldrin and Boston WCVB

2009-08-10T13:49:00.006-04:00

Astronaut Buzz Aldrin recalls historic moon landing.

Col. Aldrin paints a beautiful picture about standing alone on the platform of the Saturn V rocket as he waited to board that July 16, 1969 morning.

SMT: Buzz Aldrin and CTV.ca

2009-08-10T13:22:00.008-04:00

Aldrin recalls moon mission on 40th anniversary

Updated Thursday, July 16, 2009 10:07 AM ET (Transcript of Media Tour-video not available) CTV.ca News Staff

Buzz Aldrin, an astronaut on Apollo 11, speaks on CTV's Canada AM from the Kennedy Space Center in Cape Canaveral, Fla. on Thursday, July 16, 2009.

They dreamed of conquering new frontiers, and 40 years ago today they made it happen. On July 16, 1969 the crew of Apollo 11 blasted off from the Kennedy Space Center in Florida on the historic quest to be the first men on the moon.

"Twelve, eleven, ten, nine -- ignition sequence start -- six, five, four, three, two, one, zero, all engines running -- liftoff, we have a liftoff, 32 minutes past the hour, liftoff on Apollo 11."
And with that, as the world watched on, a bold new era of space exploration began.
Aboard Apollo 11 were the men who would make history: Mission Commander Neil Alden Armstrong, Command Module Pilot Michael Collins and Lunar Module Pilot Edwin Eugene 'Buzz' Aldrin Jr. Four days later, on 20 July, Armstrong and Aldrin became the first humans to walk on the moon.

Looking back on that day four decades ago, Aldrin called it an "enlightened experience."
On CTV's Canada AM on Thursday, Aldrin described his wonderment at landing on the moon.
"I was looking out at lifeless scenery in front of me, no colour at all, shades of gray, black sky, no stars visible, and I just thought, this place hasn't changed in 100,000 years. And I used the words 'magnificent desolation,'" he recalled.

And he marvelled at what it took to get there. "I think of what a magnificent achievement it was for humanity to be able to progress to the point where we could fly airplanes, and then hop inside a rocket, a spacecraft and take creatures from the Earth and land them on the moon," Aldrin said.

The veteran astronaut was not only looking back, but also forward to the next journey into space -- to Mars.

"It may take us two decades, or a little bit more, to chart and fulfill an exciting, achieving pathway to the moon of Mars, Phoebus, prepare the surface of Mars for human settlers there for a growing permanence. I think it's an inspiring time, and we need to be optimistic."

In 1963, Aldrin was picked to join the select corps of early U.S. astronauts, and six years later he set a record -- now broken -- for the longest space walk by spending five and a half hours outside the spacecraft during the Gemini 12 orbital mission.

He was the back-up command module pilot on Apollo 8, man's first flight around the moon, and on July 20, 1969 he made the historic moon walk with Armstrong.

After retiring from NASA, the Air Force and from his position as commander of the test pilot school at Edwards Air Force Base, Aldrin remained a strong advocate of space exploration.
A crater on the moon, near the Apollo 11 landing site is named in his honour.

SMT: Buzz Aldrin and MyFoxDC

2009-08-03T12:53:00.006-04:00

WASHINGTON - Edwin "Buzz" Aldrin Jr. spoke with FOX 5 News about his memories of Apollo 11 and about the 40th Anniversary of the launch.

LISTEN to the audio of the Apollo 11 Moon Landing http://www.nasa.gov/externalflash/apollo11_landing/

SMT: Buzz Aldrin interview with CBS News

2009-07-20T12:47:00.007-04:00

Unplugged: Buzz Aldrin Promotes Mission to Mars
Interview with Bob Orr

July 16, 2009

Watch CBS Videos Online

The second man to step foot on the moon, Buzz Aldrin, took some time away from celebrating the 40th anniversary of the Apollo 11's mission to explain his ambitions for space exploration on "Washington Unplugged."

"It is time to move on back into exploration. And I think now, with the new administration we are wisely re-evaluating the path," Aldrin told moderator Bob Orr.

Aldrin told Orr that he never felt like a hero during his 1969 mission rather "we felt like very fortunate people being given the opportunity to be responsible, alert and to carry out our task...enjoying what we were doing but also paying very close attention to our once in a lifetime opportunity that just came along."

The Satellite Media Tour was pitched and produced by WOW! for Kennedy Space Center at the Saturn V Center.

SMT: Buzz Aldrin and Good Day Atlanta

2009-07-20T12:13:00.009-04:00

July 16, 2009

Buzz Aldrin Satellite Media Tour from the Saturn V Center at Kennedy Space Center for Kennedy Space Center. Pitched and produced by WOW! Interview time 4:21.

Example of SMT Advisory

2009-07-02T20:23:00.003-04:00

ATTN: A.M. Producers – Live Talk Backs – Thurs., July 16 (6-9 a.m. EST)

“THE EAGLE HAS LANDED:” 40TH ANNIVERSARY OF HISTORIC APOLLO 11 LAUNCH TO THE MOON

Apollo 11 Astronauts Buzz Aldrin, Neil Armstrong and Michael Collins
– The world watched Aldrin and Armstrong walk on the moon; Three men gave the world a priceless gift.

LIVE INTERVIEW OPPORTUNITY WITH ASTRONAUT BUZZ ALDRIN

Buzz Aldrin on the Moon - July 1969 - NASA

WHO: Buzz Aldrin, lunar module pilot of the historic Apollo 11 crew. On July 16, 1969, Apollo 11 launched from NASA’s Kennedy Space Center and became the first manned spacecraft to perform a lunar landing. The lunar module, Eagle, landed on the moon July 20, 1969 with less than 30 seconds of fuel left. Upon landing the crew announced: "Houston, Tranquility Base here. The Eagle has landed!" Col. Aldrin and Neil Armstrong made history by becoming the first two people to set foot on the surface of the moon.

WHAT: A live interview opportunity is available on July 16 with Buzz Aldrin to mark the 40th anniversary of the launch of Apollo 11 from Kennedy Space Center. Also on July 16, an elite group of astronaut guests will celebrate the Apollo program during a public ceremony at the Apollo/Saturn V Center at Kennedy Space Center. The astronauts will share their personal stories with guests. A new exhibit, the Apollo Treasures Gallery, showcasing treasures from the Apollo moon missions will also open that day.

WHEN: Live interviews from the Apollo/Saturn V Center at Kennedy Space Center Visitor Complex on Thursday, July 16 from 6:00 a.m.-9:00 a.m. EST.

BOOKING: To book an interview, contact Ms. Monte Martin at 407-964-1557, mmonte@hotmail.com or Ms. Rhonda Murphy at 407-435-6093, rmurphy56@cfl.rr.com.

Col. Buzz Aldrin's Bio and Apollo 11 Briefing

Bio: Buzz Aldrin attended the U.S. Military Academy at West Point, graduating third in his class with a Bachelor of Science degree in mechanical engineering. He then joined the U.S. Air Force where he flew 66 combat missions in Korea and was decorated with the Distinguished Flying Cross.
     Selected by NASA in 1963, Aldrin was the first astronaut with a doctorate degree. He devised space docking and rendezvous techniques which were critical to the success of the Gemini and Apollo programs and are still used today.
     On July 16, 1969, the intrepid crew of three men, Neil Armstrong, Buzz Aldrin and Michael Collins, launched aboard the massive Saturn V rocket from NASA’s Kennedy Space Center carried the hopes and dreams of mankind with them. The Apollo program changed the way we looked at ourselves – as travelers beyond Earth.
     Aldrin and Armstrong made their historic moon walk becoming the first two people to set foot on another world. They spent 21 hours on the lunar surface and returned with 46 pounds of moon rocks. An estimated 600 million people - the world's largest television audience in history at the time - witnessed this unprecedented event.
     Apollo 11 achieved its primary mission - to perform a manned lunar landing and return the mission safely to Earth. It paved the way for the Apollo lunar landing missions to follow. The mission also fulfilled President John F. Kennedy's goal of reaching the moon by the end of the 1960s. In a 1961 speech, Kennedy stated: "I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the Earth."

BRIEFING: Kennedy Space Center Visitor Complex, the launching point of all Apollo missions, will mark the 40th Anniversary of the Apollo program with an all-day celebration. Former astronauts will spend the morning sharing memories and stories of their incredible journeys with guests.
     Later in the day, the Visitor Complex will also mark the opening of a new exhibit, the Apollo Treasures Gallery, at the Apollo/Saturn V Center, showcasing treasures from the Apollo moon missions.
     Rarely seen publicly before, the Apollo artifacts in the new Apollo Treasures Gallery will include a rare collection of space suits and other gear used by the Apollo moonwalkers to explore the lunar surface during space walks, featuring Apollo 14 Commander Alan Shepard’s space suit and the Apollo 14 “Kitty Hawk” Command Module. Alan Shepherd’s corvette will also be on display.      Complimenting the suits is a collection of shoes, helmets and gloves, plus tools used to excavate the lunar surface, Apollo 16 astronaut John Young’s cuff check list with instructions on how to deploy the American flag on the moon and Apollo 13’s space suit repair kit and service module rescue book.

For more information, visit http://www.kennedyspacecenter.com/.

###

Online: Are you distinct or extinct?

2009-06-30T13:31:00.007-04:00

The brand of Google. It began by being known as a search engine and a noun...www.Google.com. Then Google became a verb as in..."Have you Googled yourself?" or "Be sure to Google that new job applicant." or "When going on a blind date, be sure to Google them."

Have you Googled yourself lately?

Are you distinct or extinct?

Using Google in this way is fun and interesting, but it also is a way to proactively learn about online identity. Experts say online identity affects professionals in many ways, both positively and negatively and in the world of online communications, if you don't show up in Google, you don't exist. When applying for a new job, being considered for a board position or going on a date, you can count on being Googled. Knowing what Google says about you and proactively managing your name or company online can be a critical step on the road to success.

According to Reach Communications, the company that developed a free tool to measure your distinctiveness online, "In the new world of work, your online profile plays a critical role in your ability to achieve your professional goals. Until now, there has been no way of evaluating the strength of your online personal brand."

Over 44,572 people have tried this application. Now, I am one more! It took about five minutes and my score shows that I am "Digitally Distinct." Well, I do spend a "certain" amount of time utilizing the World Wide Web.

Google results can change fast so, regularly monitoring an online identity is a must! If something negative, such as an anonymous character attack on a blog or forum pops up, it can be quickly addressed!

Click on the button above and discover your level of distinction. And heck, it is free to use!

Then, if you are less than digitally distinct or find something that is negative, contact me to to create a plan to bump up your brand or bump out negativity. It may mean the world to understand, monitor and make sense of your online identity.

Social Media: Buzz Goes Viral

2009-06-23T23:55:00.008-04:00

Who "woulda" guessed this...back then...or even yesterday?

...In the Summer of 1969, Buzz Aldren flew to the moon.

...In the Summer of 2009 Buzz Aldrin flies across the World Wide Web.

Check out Buzz Aldrin's new song "Rocket Experience". A portion of the proceeds from the song sales of Rocket Experience will go to ShareSpace Foundation, to further benefit and support the work of the National Space Society, the Planetary Society and the Astronaut Scholarship Foundation. To learn more about Buzz, go to http://buzzaldrin.com/

Buzz Aldrin's Rocket Experience from Buzz Aldrin

I think both experiences qualify as "a giant leap for mankind."

Are you taking the social media leap seriously? It really can be fun!

For a campaign that's out of this world...I am your Houston. Contact me to launch your rocket experience that will fly across the World Wide Web faster than the speed of sound.

Social Media: twitter making you twhurl?

2009-06-08T19:39:00.010-04:00

tweet, tweet, twitter aps are twsweet!

Twry twese twerfic twools twoo twake twitter twork twetter twor twyou.

Tweetr - This applications allows you to share files up to 10MB via Twitter. Tweetr will upload your file and covert it to a short URL. One other feature of Tweetr is that you can use your webcam to share images with your followers.
Twellow - In short, a yellow pages for Twitter users. This directory service enables you to easily search, find and follow people that interest you most. Registration is free.
Twitalyzer - Use this application to evaluate your impact and success of your Twitter activity. This tool measures your clout, generosity, influence, velocity and signal to noise ratios.
Twitter Job Search - Looking for work? This app searches and sorts available job positions discussed on Twitter. You can browse the jobs by category or use their helpful map of jobs tweeted within the last 72 hours.
Tweetmeme - This site tracks the most popular links found on Twitter. Search the business category for the most recent news and trends for your industry.
Topify - Give your Twitter email notifications more power. When Twitter emails you that you have a new follower, Topify provides you with all the important info you need without having to visit the person’s profile. Quickly see their stats, follow back by replying to the email, or send a direct message via the email.
Tweetake - Use this application to back-up your list of Twitter followers, the people you are following and all of your Tweets. You never know when Twitter may crash, so save yourself the headache by making sure you’ve backed up all of your contacts.
Tweetstats - Convert all of your Twitter activity stats in an easy to evaluate graphs. Quickly see how often you’ve tweeted, who you’ve re-tweeted, and who’s Tweets you’ve replied to.
Tweetlater - The free version of this application enables you to schedule Tweets, track keywords, send direct messages and much, much more. Saves valuable time and boosts productivity.
Tweefind - This Twitter search engine returns results based on rank, resulting in the most relevant results and users first.
Twiturm - Do you have musical aspirations? Share the music you create by uploading your MP3 files and turn them into a Tweet to promote your creations.
Twitzap - Find the stuff on Twitter that matters the most to you. Twitzap lets you divide info into channels which are then updated in real-time.
FollowWatch - FollowWatch simply watches your followers. You will receive hourly alerts of followers that you have lost or gained.
TwitterMass - TwitterMass consists of a whole suite of tools to help you grow your Twitter network. See the site for the numerous features available with this app.
Tweetbrain - This crowdsourcing app lets you pick the brains of fellow Twitterers. Post your questions and/or answers and build relationships while exchanging knowledge and info.
Qwitter - Monitor who quits following you with this app. You will receive an email notification whenever anyone stops following you.
Twazzup - Search topics and discover real-time Tweets, related photos and the most popular links. You can reply and retweet directly from Twazzup.
Twist - Search trends discussed on Twitter by topic. You can compare topics, view the most recent tweets and see what topics are “Hot Now”.
Twuffer - Keep on top of your Twitter activity by scheduling your Tweets in advance.
Twisten.FM - This app in real-time lets you explore and listen to all of the music Tweeted about on Twitter.
Twitterific - This iPhone application makes reading and updating your Tweets a breeze. If you want to learn more about the features, they have short video “Tweetorials” on the site. Twitterific is also available for Mac users.
TwitterContd - Need more than 140 characters to finish your Twitter thoughts? TwitterContd gives you 1250! Post your Tweet, shorten a URL and upload images, video or audio files in one easy step.
CalendarTweet - Tag, share and promote your business events with this handy application.
TweetPhoto - This is a photosharing app that can upload photos by email, mobile or web. You can also publish photos directly to Facebook. You’ll be able to track who’s viewing your photos, favorite other people’s photos, moderate comments and more.
Twitteranalyzer - Analyze your Twitter account activity in depth. You can look through your stats in detail along with the stats of your friends. This app is deceiving from the home page. You really need to put in your account name to get the full effect of what’s provided with this app.
TwitterGrader - See how your Twitter activity measures up.
yFrog - Easily promote your products or services by uploading and sharing images and videos with this simple application.
FileTwt - Quickly and easily upload and Tweet your files with FileTwt. You can share files up to 20MB.
TinySong - Share songs with this application. TinySong creates links for you to easily share with your friends.
TweetMic - This iPhone application helps you publish audio to Twitter. Great way to connect with clients and customers.
Twiggit - The name of this app results when Twitter and Digg meet. Let your followers know which articles you Digg with this automated service. When you Digg an article, Twiggit will automatically update your status with the link.
Twitter Toolbar - Downloading this free toolbar gives you instant access to Twitter. You can use the toolbar to access online Twitter tools, check your Twitter stats, post your updates and more. Versions are available for both Firefox and Internet Explorer.
Twitoria - This simple application lets you quickly find out which of your followers has not been actively tweeting. Easily sort through your network of followers and purge the inactive users.
Monitter - Get a live streaming view at what Twitter users in your location are saying about you or your small business. Simply insert keywords you would like to search for and the surrounding area you would liked monitored.
Bubble Tweet - This unique application lets you post a short video message that pops up on your Twitter profile in a bubble shaped player. You can personally introduce yourself and/or your business to anyone who visits your profile.
Twitter Gallery - A collection of free backround themes for your Twitter account. You can use the one click installation or manually install them yourself. Lots of nice designs and colors to choose from.
Tweepler - Simplify the way you manage your Twitter followers. Tweepler enables you to easily sort through new followers and accept them or ignore them on one simple screen. They have made accepting followers easier by giving the Tweepler user the followers stats and last 3 tweets in one screen view. This will save you time by eliminating the need to visit each individual follower’s profiles.
Twit This - Allow visitors to your blog or website to easily post Twitter messages about you or your business. Post the TwitThis button to your website or blog pages with the instructions and coding provided on their site.
StockTwits - Follow and join into conversations with traders and investors. An active community of investors are sharing their views on current market conditions and recent news happenings. You can quickly see what others are saying about investments in your portfolio.
HelloTxt - Update your status to several social networking sites in one simple step. You can choose from over 35 social sites to post to including Twitter.
TwitterFox - This Firefox extension is one of my personal favorites. You can post Twitter updates without visiting the Twitter site each time. A small icon is added to the bottom of your Firefox status bar. The icon opens to reveal your friend’s most current updates. You can add your updates from that dialog box, even for multiple Twitter accounts.
Future Tweets - Do you have something to promote on Twitter tomorrow but are afraid of forgetting to do it? With FutureTweets, you can schedule your tweet ahead of time for a specific date and time. Even schedule reoccuring tweets to post daily, monthly, even yearly.
TwitPic - Share your favorite pictures on Twitter. This would be a good way to introduce your new product to your network of followers.
twtQpon - Create exclusive coupons for your business services or products and share them with your Twitter followers.
Tweetburner - This site is designed to help you track your tweets. With Tweetburner you can shorten URLs and track the clicks your tweets accumulate.
Tweetbeep - Just like Google Alerts, Tweetbeep tracks Twitter conversations that mention you, your business or your products and services. Alerts are sent to you via email.
Twitter Counter - Proudly display the number of Twitter followers on your business blog or website. Add the badge to your site and invite customers to follow you on Twitter.
Group Tweet - This app enables all employees within your company to post updates which can be privately viewed only by your group of approved members.
Twitter Safe - This free service protects your years of hard work building your community of followers. This one click backup will restore your network of followers in the event that your list is compromised.
Twitxr - Post product pictures and updates from your mobile phone directly to Twitter.
Track This - This app enables tracking of any UPS, USPS, FedEx or DHL shipment. Updates are sent to your Twitter account direct messages whenever your package changes location.
CoTweet - CoTweet lets your company manage one Twitter account while allowing several employees to contribute. Each person maintains their own identity and their activity can be monitored.
Tweet Later - This one application contains several Twitter productivity tools. You can track keywords, track replies, schedule tweets, send welcome direct messages, and much more.
Splitweet - Managing and updating multiple Twitter accounts is easily done from one screen. Choose to send updates to one or all accounts in one step. You can also follow your brand with notification when your company is mentioned on Twitter.
Twimailer - Sign up to receive more extensive email notifications when your account obtains new followers. Instead of the generic Twitter email notification; the email contains the followers location, followers stats and their most recent tweets. At the bottom of the email, you can choose to follow the individual without even visiting Twitter.
Digsby - Keep track of everything your followers are doing at all times. The Digsby box display gives you a real time view into your Twitter account right from your browser.
HootSuite - Easily manage multiple Twitter profiles, pre-schedule tweets and measure your progress. You can even add multiple editors to your business profile.
TwitterHawk - This marketing app helps you connect with consumers in your area and related to the keywords you choose. TwitterHawk will send Twitter users your custom response when they tweet your keyword in locations that you specify. Say you sell shoes and you want your response to reach anyone within a 20 mile radius of your business. When someone 7 miles away tweets about shoes, your response will automatically be sent to that person.

twonfused?
Try a couple of them for fun and you will be hooked. I love tweetdeck!

Email, call or tweet me at http://twitter.com/MonteMartin if you'd like to know more info about how twitter can twork for you!

Measuring Media: Feedburner

2009-06-06T16:19:00.009-04:00

Can't cook?
Don't Panic!

Feedburner has nothing to do with overcooking a meal.
If you are not a chef in the kitchen, you CAN certainly cook better online with feedburner.

Feeds are ways that online content is distributed to a broader audience than to just one online user or reader. They kind of work like customized subscriptions to online info...and the info is automatically delivered to your refrigerator, then table and can either consumed or thrown out...errrr...delivered to your news reader, email or web portal.

With the growing use of "crackberries," content can also be delivered through "widgets," "gadgets," mobile devices, and posted to other blogs, websites podcasts, and news/sports/weather/outlets to anywhere to be read, heard or viewed by other users.

Who feeds?
Internet content feeds for most major news media such as CNN, ESPN, USA TODAY, ABC News, Washington Post, AP, Reuters, PBS, etc.;
Anything that is a news item and appears in Google News from local papers to congressional staffers to favorite magazines;
Hundreds of thousands of bloggers, podcasters, and videobloggers; and
Apple's iTunes offers mucic and podcast downloads.

There are literally more than 2,000 different feed reading applications, aka "news aggregators."

Here are some of the more popular ones:

NewsGator - Inbox for Microsoft Outlook(Windows)

NewsGator - FeedDemon 2.0(Windows)

Firefox(via "Live Bookmarks" feature)

Safari(feed support in the Apple OS X native browser)

Google Reader (My personal favorite and I have it post in an application on my igoogle page for easy updates)

NewsGator(Online)

Botbox (paid service)

Confused about what to shop for? It is a bit abstract, but once you have the right recipe, you will be serving a customize feast that is what you want to know about, listen to or view.

For more info...contact me to learn more about where to shop and to get the perfect list!

Measuring Media: Google Analytics

2009-05-30T14:49:00.011-04:00

Google Analytics...

What's your "web"site catching?

Google Analytics offers user-friendly features that allows marketers, not necessarily IT people...to gain insights into website traffic. This includes learning or finding out more about:

Where users come from;
Measurement of unique visitors:
Pages that are landed on;
How long users stay on certain pages;
What pages are never accessed;
How users move across copy, photos, aka content;
What links are clicked on...or not;
Which page designs, headlines or graphics convert more visitors to make a sale or take action;
View AdWords ROI without importing cost data or adding keyword tracking codes; and
Track different online campaigns from emails to keywords.

Now, here is the "official" definition:

Google Analytics (abbreviated GA) is a free service offered by Google that generates detailed statistics about the visitors to a website.
Its main highlight is that the product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew.
GA can track visitors from all referrers, including search engines, display advertising, pay-per-click networks, email marketing and digital collateral such as links within PDF documents.
Integrated with AdWords, users can review online campaigns by tracking landing page quality and conversions (goals). Goals might include sales, lead generation, viewing a specific page, or downloading a particular file. These can also be monetized.
By using GA, marketers can determine which ads are performing, and which are not, providing the information to optimise or cull campaigns.
GA's approach is to show high level dashboard-type data for the casual user, and more in-depth data further into the report set.
Through the use of GA analysis, poor performing pages can be identified using techniques such as funnel visualization, where visitors came from (referrers), how long they stayed and their geographical position.
It also provides more advanced features, including custom visitor segmentation.
Users can officially add up to 50 site profiles. Each profile generally corresponds to one website. It is limited to sites which have a traffic of less than 5 million pageviews per month (roughly 2 pageviews per second), unless the site is linked to an AdWords campaign.
And did I say it is free.

Whether you do your own marketing or hire an agency or freelancer, this tool or some other web trends report is a must-do in you marketing toolbox toward measuring along the way to reach goals. If your web campaign is not measuring up, then it is time to change strategy, write different copy, add or delete a web page, change graphics, or try completely different tactics.

So strengthen your marketing initiatives today and so that your website has the WOW! that converts users into customers, believers and followers.

Learn more about how to get website WOW! and contact me for a free consult.

PR: 5 Whys For Public Affairs

2009-05-28T17:44:00.007-04:00

If your affairs aren't public...they should be!

Don't hide or cover up!

According to the Public Affairs Council, there are five reasons why public affairs is more important than ever:
1. Public Distrust is growing;
2. Brands are valuable, but fragile;
3. Big Government is here to stay. At all levels, the government’s involvement in business is increasing, not decreasing;
4. Life is not fair. Terrorism, trade wars, government deficits, frivolous lawsuits—all of these eternal challenges can have a big impact on a corporation or association; and
5. You can’t go it alone. Every organization is tied to the communities it serves and governments that regulate its activities.

The most important thing to remember when it comes to public affairs is that unless you target the message to your audience of influence: elected officials, lobbyists, CEO’s, local community, and media directly, and ofetn with different messages, the action, attitude or influence desired will be missed.

Do you know:

Who your key publics are?
If your tactics reach them?
How to change messages for different publics?

If you need help reaching the right people, contact me to create a WOW communication piece, special event or write a brand new plan!

Blogging: Is your blog credible?

2009-05-25T14:19:00.009-04:00

Is your blog a reason for your readers go in another direction for information because they don't trust what you say?

In a recent poll:

80% of those polled said they used corporate blogs to get information;
Of those who used them, only 16% rated them 4 or 5 on a five-point trust scale;
Only 16% of online consumers who read corporate blogs say they trust them;
Among people who regularly read blogs (at least once a month), 24% trust company blogs; and
Among people who blog themselves, 39% trust them.

This result is not surprising. In the last few years, consumers have become more sceptical about corporations and even more sceptical their government. Consumers likely don't trust company blogs for the same reasons they don't trust corporate advertising and certain media outlets or reporters.

What would make anyone trust a blog more than a news release, ad or message from the CEO, Director, Mayor or City Manager?

Does this mean blogs are on their way out? No.

It just means that communication professionals, marketing folks, publicists and anyone else who blogs has to be extremely thoughtful about what they post. Here are a few things that make a blog more credible:

Utilize a key strategy of being customer or client focused;
Create a community for readers that encourages feedback and comments;
Don't hide the name of the person who writes the blog;
Respond or address comments, especially any negative ones;
Blog about hot topics readers would like to know your opinion or "side"; and
Be a voice in the community, be that a place, your brand or area of expertise.

If you'd like to know more about writing plan for your blog, want honest feedback about your blog or want to start a blog, contact me at 407-341-9866 today!

Crisis PR: Preparedness Can Help Prevent Panic

2009-05-15T14:56:00.004-04:00

To take a quote from FEMA...
"Are you ready?"

Watch this 1976 public service announcement that actually ran on national television.

How does it make you feel?
Does the message provoke or prevent panic?
Is it rational and real or reactionary?

Fast forward 33 years.

The swine flu emerges again.

Now as the swine flu, a.k.a. H1N1, swept across our globe, a country was shut down, stories about pigs consumed the 24-hour news cycle, and the panic played out on the world stage when the Vice President "gave his personal opinion" about the pandemic.

Yep...it is true that in the world of communications, if it bleeds, it leads. The media devoured the drama of his quote and then they went on and on about every aspect of the what if's, why not's and how come's of H1N1. Many reporters and media types hypothesized and proselytized and then repeated it again and again about the pandemic to the point of what I saw as fear mongering.

Anyone in a leadership position as well as the media are held to a high standard to tell the truth, share advice and also serve for comfort in a time of crisis. Certainly any representative of the White House should know more about dangerous situations or things that might hurt U.S. citizens. I can tell you thought with my background in crisis communications and issues management, I cringed when I heard the V.P. Biden's comments. He told the truth...or did he?

In retrospect, we now know there seemed to be a missing link called education about H1N1 (or even better a black hole) and it went all the way to the White House. That meant the creeping pandemic was allowed to become its own pandemic of speculation instead of known facts.

Maybe the CDC didn't have all the facts? Maybe the U.S. doesn't have a strong interoperable disaster plan with Mexico? Maybe this experience was a dress rehearsal for the U.S. and its health organizations and government agencies to get in gear before we are faced with a much stronger version of H1N1 or worse?

Fortunately, knowledge is power and someone at the Centers for Disease Control sat up and took notice. The CDC began pushing out news release after news release. As their public relations efforts kicked in and crisis management began to play out, most responsible media outlets and journalists began to consciously report the facts.

The Drs. dedicated a one-hour episode to the topic. CNN's Dr. Sanjay Gupta reported on the virus from Mexico City. And White House Press Secretary Robert Gibbs issued an apology for Vice President Biden's comments that he wouldn't recommend taking a commercial flight or riding in a subway car because swine flu can spread in confirmed places. And the V.P. gaffed again on the Today Show as he tried to clarify his earlier comment. Once again, the White House put out a statement almost making it look like Matt Lauer set him up to answer the question to get a fear answer.

From all of this, know that when facing a crisis, the truth should always be primary. But with managing the message, the truth should be facts presented so that everyone understands them.

So are you ready? If not, you can get ready and get tips about preparing for any kind of disaster by checking out http://www.ready.gov/, http://www.cdc.gov/h1n1flu/#stay_healthy, http://www.hhs.gov/ and http://www.fema.gov/plan/index.shtm.

As always, feel free to contact me with questions, to speak to your group or if you need a hand with your crisis plan or help handling any type of public relations issue. Hopefully you won't need the training, a plan or me, but it is always better to plan an escape route proactively than being in the middle of the street and using the "wish I may, wish I might form of crisis management" and hoping that the oncoming bus won't hit you...or at least not too hard.

Blogging: 10 Tips

2009-04-29T14:38:00.005-04:00

"No rules. Just things to consider."

When blogging for yourself and/or for friends or family, there really are no rules. But if you are blogging for business, you are writing your own articles, so here are a couple of things to consider:

As a blogger, you are a publisher! Blogging can be part of a brand. Even if it is the brand of you! Think about your goals as a blogger. Do you want to be seen as an expert? Do you want to share your personal ideas and thoughts? Do you want to get people thinking? Do you want feedback? Or do you just want to use it to document your life?
You can have more than one blog. In addition to WOW!, which focuses on marketing, public relations and events for business, I have a personal blog about "stuff" that I share only with with friends and family.
Create your blog in a word document. Sometimes it is easier to use spell check in Word. And in a third world country, you never know when the electricity is going to go out and you lose everything you wrote for the last hour!
Stick to one area of interest for business. Be the expert in your field! If your blog is for business, or sales and marketing purposes, feature a key "story" or idea for each post. More than one post a day is ok too...especially if a blog is timely.
Edit yourself. A senior public relations professional once said "write what you write, and then cut at least 10%". How awful it seemed at first to cut out "my" wonderful words! Eventually, I learned to delete flowery adjectives (four meticulously unique and specially compounded, botanically formulated new-age hormones), flip sentences to write action-oriented content (use "is" not "will be"), and edit superfluous words from content (that is one word that can often be cut out of that sentence because deleting that will cut that copy by at least that much) - some words, such as that, can be deleted from copy without changing the meaning of the sentence.
Use bullet points or numbers. Formatting helps break out or define thoughts and makes it easier for readers to follow content.
Use subheads. Just like a magazine or newspaper article, subheads improve readability.
A picture is worth 1000 words. Post photos at the top and/or insert them throughout the content. Photos break up copy and add interesting graphics.
Be mindful of tense. Monitor flipping back and forth between yesterday, the present moment and the future. If the tense changes, use transitions, so the content is more clearly read.
End with a call to action. Always ask for the business, feedback or comments.

If you need help getting your blog started, want to know how to blog to market yourself and your business, or need someone to "ghost write" your blog, contact me at mmonte@hotmail.com or 407-964-1557!

Measuring Public Relations: Leading them to water...

2009-04-28T18:07:00.013-04:00

You can lead a horse to water...
But you cant' make it drink.

Four days after a grand opening event, the restaurant manager questioned the fact that he had not “seen much publicity." He said, “I believe that event was a waste of time and a failure.”

At the event:

150 guests were in attendance;
30 reporters represented different media outlets;
Extremely positive comments were heard during the 2 1/2 hours;
Someone thought the WOW! moment (video and photo op) aka grand opening blessing came from a famous book (oh it was an original idea...mine : -);
An hour into the event the mayor's staffer cancelled all his other obligations that evening because he was having a great time and did not want to leave; and
The night went off without a hitch (not exactly what happened behind the scenes, but who knew except for us?).

Now...about what he did and/or didn't do:

Gave the internal and external marketing and public relations team two weeks to pull off the event (the team already put in the plan the pre-event work would require at least a month);
Distributed invitations two days before the event by email and a few hand-delivered invitations to elected officials (the plan suggested...and Miss Manners would say that invitations should be sent out at least two weeks ahead of time);
Cancelled the $500 live entertainment because it was “too expensive” two days before the event and didn't tell anyone (the original budget was $1,500);
Didn't order the $2 nametag logo'd credentials and didn't tell the team (this was also in the plan);
Didn't put together the media kit (he had insisted on doing it himself because he loved the design he had created for the CD cover; so the marketing team with the help of bartenders made black and white copies and stuffed kits in plain blue folders 30 minutes before the event was to start);
Forgot ???? to bring collateral, i.e. to go menus, catering menus, brochures (again...in the plan);
Produced a much “less than special” goody bag as a take home (the day before he had shown everyone what it was going to look like, and then we all said...under our breath...NOT exactly the same one!);
Finally, held the dress rehearsal 45 minutes before the event (it had already been rescheduled three times); and
Failed to send any kind of thank you to guests...not even an an email (his final task in the plan).

Even though the client did not fulfill his assigned sales and marketing tasks, (a day-by-day two-week checklist was provided) he pointed a finger at the marketing and public relations team and said:

“Business is too slow."
"There wasn't anyone here the night after the grand opening except for one couple."
"We paid a lot of money for the grand opening and are not seeing the results."
"Why are we not on the front page of the newspaper?"
"Why has channel X not been here to do a story?"
"Why is there not a story on X website?”

As the saying goes...you can lead a horse to water, but you can’t make it drink. And that is hard for a client to understand when they are a bull.

Long story short, two days after this one-sided conversation, the clips poured in and a reporter from a national media outlet called to set up a story.

The media and invited VIP guests had been lead to the water (otherwise at this event known as Martinis, Fois Gras and Crustinis), they just didn't drink as fast as the client expected.

Marketing, public relations and events are not exclusive. Though each uses different tactics and measurements, they all support the sales function. And like a ball of snow gathers more and more snow as it rolls down a hill getting bigger and bigger, so works the process of sales and marketing.

The client and the marketing and public relations team must work hand-in-hand. If a task is assigned. The delegate must perform...whether assigned down by the client or up by the team.

Do you want to know more about how to lead a horse to drink? Even if you have a beer budget, together, we can teach that horse to love it as much as drinking finest of champagnes.

Blogging: To Blog Or Not To Blog

2009-04-27T14:54:00.013-04:00

As a child I had a diary with a key.
Now, I blog online just for me.

In December 2005, I spent five weeks in Costa Rica studying Spanish. Before the trip, I decided I didn't want to be obligated to email or commit to a time for regular phone calls because I wanted to "remove myself from technology," and not miss any impromptu surf session or una Cervasa Imperial on the beach at sunset.

After hearing a few groans/hints/concerns that I would not be in touch with "the world", I decided to start a blog. By blogging about my travels in Costa Rica, my friends and family (mom especially) would know I was ok.

I visited the local Internet cafe every few days. While enjoying the best cafe con leche, I would grab a computer in the corner and write (the cost was about $2.00 an hour!).

After returning home, I continued to blog my thoughts, adventures, lessons, hopes, dreams, occasions and life in general. Writing for me is like exercise, sleeping and eating. I have to do it. A computer makes the task much easier than pen and paper. My personal blog is really more like a diary. At times, I've posted on it daily and then months of working seven days a week and 12-14 hours a days left little time for me. Seeing those months with no writing is like looking at long lost time. Where did it go? What was I doing? What was I thinking?

It's time to set aside "Monte blogging time"! Personal writing can be a word map of your life, without visual pictures. And it is really awesome to occasionally read old posts to reflect, compare, contemplate and see the roads and paths taken.

I encourage you to write in a beautiful book, personal diary or online blog.

To learn more about how to set up a blog for business or personal use, contact me at mmonte@hotmail.com or 407-964-1557.

Social Media: Who uses it?

2009-04-24T11:30:00.004-04:00

"A Growing Tool."

Are you a social media butterfly?
Is Tweeple in your vocabulary?
Do you know anyone who is hooked on Facebook?
Out of confusion, have you decided to "just say no" for now!?

According to a social media study by Michael Stelzner for the Social Media Success Summit 2009, "88% of marketers in a recent survey say they are now using some form of social media to market their business, though 72% of those using it say they have only been at it a few months or less."

Of social media tools, the % of responders use the following:

Twitter 86%
Blogs 79%
LinkedIn 78%
Facebook 77%
YouTube/Other video 41%
Social bookmark sites 38%
Forums 38%
StumbleUpon 28%
Digg, Reddit or similar 26%
FriendFeed 18%

Key survey findings about the applications indicate:

Small-business owners are more likely to use LinkedIn than employees working for a corporation;
Men are significantly more likely to use YouTube or other video marketing than women (52.4% of all men compared with 31.7% of women);
Newbies to social media rank LinkedIn as their number-two choice;
Among users of a few months or more, Facebook takes second place. This group also uses Twitter more;
Twitter is used by 94% of marketers using social media for several years, followed by blogs. This group also endorses online video more than the other groups; and
72% of marketers say they have either just started or have been using social media for only a few months.

Since MySpace came on the scene in 2003, numberous cyber affairs a.k.a. social media applications have been launched. Maybe because of the MySpace successes or the scandals, the Internet doors swung open to mimic, improve, create more user-friendly and also implement "safer" measures of online networking for personal and business use.

To learn how to incorporate social media into a marketing plan, whether to tweet, post, blog, get linked in, or even a lesson on how to actually the tools in the cyber world, email me at mmonte@hotmail.com, invite me to be your Facebook friend at www.facebook.com and search Monte Martin, follow me on twitter at http://twitter.com/montemartin, get linked up to me at http://www.linkedin.com/in/montemartin or pick up the phone and punch in my digits (we do not dial anymore : -) 407-964-1557 to talk in real time about meeting in person! Hopefully, you won't get my voice mail - and that's a story for a future blog.

PR Tips: Social Media Defined

2009-04-23T11:30:00.001-04:00

Social Media a.k.a. Cyber Affairs

It isn't defined by Webster yet, but other sources define it as:

A form of Internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media;
Writing content that is remarkable, unique, and newsworthy. This content can then be marketed by popularizing it; and
Utilizing social networking and user-generated content platforms promote a product, service or content.

An easy way to picture it is how people use online communication to:

Discover;
Learn;
Read;
Share;
Inform; and
Connect.

It is a communication tool.

In the last 10 years, it has become a way for Homo sapiens — Latin for "wise human" or "knowing human" to share information across a distance. We certainly have come a long way from using smoke signals, drum beats and homing pigeons! Social media fuses the human desire to connect to each other using the technology of the world-wide web to:

Transform a monologue (from one person to many people);
Pushes the monologues out through dialog (many people take it to many other people); and
Through information sharing, turns people from content users into publishers.

Social media applications allow people all over the world to connect online for personal or business uses. Depending on the application, how it is used, how often it is used and the person or people using it, social media use can create both loose and tight relationships. It may incorporate one or many forms of communication such as the written word, spoken word, music, live video, recorded video, slideshows, photos and more.

So how expansive or narrow is your communication around the world, in your community, with co-workers, to clients, within professional organizations, to neighbors, friends and even your family?

Want to grow it or control it? Contact me today by snail mail, email, phone or if you see me surfing, leave me a note in the sand.

PR Tips: Ten Tried And True Topics To Talk About

2009-04-21T23:23:00.014-04:00

Not sure how to promote your organization to the media and in turn, help grow your business? These top ten can help maximize your chances of media coverage to get your message in front of decision makers.

1. Health. This topic is covered more than any other by the media. (except in a presidential election year or during a spiraling down economy ; - )
Do you have a fabulous spa that offers unique health benefits? Does your hotel cater to patients recuperating from plastic surgery? Do you offer "Low-Fat, Low Calorie, or Vegan" meals? Can employees to workout at work? Do you have weight-loss tips or have a staff expert who can be interviewed about getting healthy?

2. Children. Everyone loves children. (good children ; - )
Do you offer specials for children? Do you have a kid-friendly event? Has a child done something good/unique/kind/helpful/thoughtful? Is there a special children's menu?

3. Pets. People love reading about pets, almost as much if not more than children.

How about a new service at a doggie day care? Can employees bring their pets to work? Health care services for pets? What about unique pet services such as frequent flyer miles, doggie treats at the drive-in window, unique pet products, check-in goody bags, pet-friendly patio?

4. Holidays. The media is always looking for stories surrounding holidays.
Does a spa offer relaxation tips for the stressful season? What about a special rate or price for Mothers, Fathers, Grandparents or Friends Day? How about a restaurant offering a free beverage on tax day or a kick off summer special at a museum where an adult gets in free with paying child (yep...backwards!)?

5. Controversy. Opportunities can be a great fit with controversial current events.
Are you helping prevent or deter crime with a new service? If a movie star sports a certain negative, send them your positive product and also ask them to send you a photo of it with them or written note to promote it. Can you offer tips that combat controversy or serve as an expert on either side?

6. Celebrity. Everyone wants the scoop on celebrities.
Get a photo of a celebrity (athlete, actor, comedian) at your place of business and send it to the media? Is a celebrity part of your charity event? Is your CEO a celebrity in their own right? Is Brad Pitt at your house at 3 a.m.? (call TMZ, right then and there after you snap a photo using your cell phone)

7. Money. Money is always hot if it saves.
Do you offer unique ways to save money? Offering any new or increased perks or rewards ? Do you offer special discounts seniors, students or moms?

8. Current Trends. The media likes to tie stories to current trends.
Does your restaurant offer "South Beach Diet or Weight Watchers" selections? Has your business won a green award? Have you reduced your electric bill by changing light bulbs?

9. Charity. Heartwarming stories sell, especially Friday or weekend news.
Did you donate to a charity in need? Does your company sponsor or host a charitable event? Does your business offer free tickets to certain non-profit groups?

10. Interesting. Producers, editors, writers, reporters…want interesting!!
Is your product or service REALLY unique? Do you work in a cool location like a boat? Are you a former real estate agent now happily working for a nonprofit? Have you retired and then started a new career in a different kind of business?

These are just a few popular topics. "Ten Tried And True Topics" are definitely things to think about when writing a PR plan or if you are just looking for new story ideas. By targeting the pitch to topical ideas or issues, it will help increase the chances of coverage.

Need ideas? Contact me at mmonte@hotmail.com or 407-964-1557!

Measuring Public Relations: Social Media

2009-04-16T17:14:00.006-04:00

"Diggs...Tweets...Delicious!"

Social Media. (aka Cyber Affairs = - > )

Google Analytics
This is an absolute. Google analytics tracks web traffic levels (among other things) and identifies where traffic is directed from
· Overall traffic increases
· Where your traffic is from such as Digg, twitter, etc.
· Most trafficked key word(s) or phrase(s)

Feedburner
Feed burner allows a subscribion to blogs via RSS or email
· RSS subscribers
· Email subscribers
· The Tool

Blog comment
The comments/feedback on Web site
· Amount of comments (don’t count spam or non-quality comments)

Twitter Search/Tweetbeep
Twitter search allows a search for keyword(s) or phrase(s) in real time, tweetbeep sends alerts when someone mentions a particular keyword/phrase/product/etc.
· How many times a product/company/article/service is mentioned
· Track over time

Google Alerts
Google alerts send email notifications of online mentions if keyword(s) or phrases
· Number of times a product/company/service is mentioned daily, weekly, monthly
· Trend over time

VITRUE
The Vitrue social media index is an easy-to-use tool designed to provide a snap shot in time of a keyword(s) compared to other keyword(s) and measures online conversations
· Track this over time
· Trend this over time

Yahoo Site Explorer
Yahoo site explorer is a Yahoo tool that tracks links
· Number of incoming links over time
· Trend over time
· Make correlations between social media efforts and the amount of incoming links
· Exclude your domain from the results

Backtype
Backtype allows a search of comments across the net for particular mention(s) or keyword(s) and can be set up to alert every use
· How many times a company/product/service is mentioned online in comments
· Opinion of comment: negative, positive, neutral

Tweetburner
Tweetburner tracks number of times people click on the links shared via twitter
· Number of times links are clicked that are sent out via twitter
· Use most popular categories/types of links people click the most
· Keep in mind activity of twitter followers to specific content

Delicious
Delicious is a bookmarking utility to share, organize and save web bookmarks
· How many times content is bookmarked by searching for keywords/phrases that return relevant bookmarks
· Trend over time

Keyword rank checker
Checks rankings for a domain for a particular set of keywords or phrases
· Progress and rankings for keyword(s) or phrases
· Monitor bi-weekly or monthly

Measuring Public Relations: Quantifiable Picture

2009-04-15T16:45:00.012-04:00

"1, 2, 3, say cheese."

In a public relations plan, goals must be measurable. There are plenty of things to measure that cannot specifically be quantified by a number such as the tone of a story (positive or negative), accuracy of the story (yes or no ;- ) and timing (pushed out by a pitch or release). The best way to get a picture of any long-term public relation effort is to assign quantifiable numbers to each story, reporter and media outlet.

By monitoring news clips and identifying measurables, efforts can be measured over the long-haul. The numbers can then be translated into charts or graphs to visually measure goals.

Measurement identifies trends and helps target specific tactics with reporters or outlets. The function ensures tactics meet goals. As well, trends in the report may flag a need for a change in messaging and tactics without waiting to the end of the year or the campaign to see if goals will be met.

Measuring is fairly easy though it takes commitment to monitor the media if a service is not contracted. So how do you do it?

It can be as simple as creating an excel spreadsheet and setting benchmarks from 1-10 with 1 being low and 10 being high (or 1-5 or 1-100);
Identify what the numbers mean as a teacher would when grading a test;
Just as different teachers might assign grades a bit differently, for consistency, it is best for one person or team members to assign the quantifiable numbers;
The spreadsheet should list the media outlets and the reporters and align them with the story, pitch or product; and
As clips come in, assign quantifiable numbers to the different categories of measurement.

Even monitoring the length of a story, over time, you can see if a reporter or media outlet increases or decreases the length and which news releases resulted in what lenght of story. By monitoring and measuring, the reasearch accumulated can identify whether you are on target to meet goals, as well as serve as a flag if there is a need to alter the plan.

Yep, this is all a bit of a science. And, an art too. For sure though, numbers don't lie! Quantifiable measurements can certainly prove to be very valuable.

If you need someone to help set up a clip service, monitor or measure media, contact me at mmonte@hotmail.com or at 407-964-1667!

Measuring Public Relations: Seen and Heard

2009-04-13T13:00:00.004-04:00

"Seen and heard...looking great and saying all the right things."

Spokespersons.

By analyzing spokespersons mentioned in a story, it allows for whether a point of view is communicated by the person "authorized" to speak to the media.

Status, respect and effectiveness of the spokesperson can be tied to media exposure and can play an important role in image and branding.

Things that may be measured for spokespersons include:

Key message (s) on target;
Appropriate tone and body language for the topic; (i.e. smiling when giving good news)
Believability;
Concise answers;
Number of quotes attributed in each story;
Note repeated message (s) used by a number of media outlets;
Influence on positive or negative coverage with a particular outlet or reporter; and
Confidence.

By tracking spokespeople, their role in effectively communicating the message and brand can be measured. No one is ever gives a perfect interview...most people can improve upon something...so "measurable" feedback can help a spokesperson for the next interview.

The spokesperson is the "expert" for the interview and they should be as comfortable as possible when speaking to the media. It is OK for everyone to be a bit nervous, but consider including annual media training as part of any marketing plan.

And always...always...always...provide key messages, along with talking points for even the most interview savvy person.

In photo above, B.B. King and Tommy Peters (owner of club) were interviewed at a media conference before the opening of B.B. King's Blues Club Orlando. (Patricia James of WLOQ is doing the interview. Dave and Leslie of Magic 107.7 wait in the wings)

Mr. King is certainly an expert when it comes to "working" the reporters! He didn't need any talking points and he had a lot to say. In fact...he could have talked all night.

He loves telling stories and even more, enjoys hugging female reporters and PR ladies ; - )

The media, B.B. King staff, PR event volunteers and I probably could have stayed in the "green room" and listened to him all night! Unfortunately, after 30 minutes, we had to remind him that he had a concert to play. An appointment to play Lucille before a crowd of 800+ was the only way we got him to end the press conference!

Measuring Public Relations: Words count

2009-04-10T17:00:00.003-04:00

CONTENT. How it is said and what is said both count for a lot!

In the long haul, these measurements can be tracked for a specific reporter and media outlet.

1. Editorial tone. Positive, negative or neutral? Subliminal?

By analyzing news coverage for the reporter's editorial tone, it can be helpful to see how the company, event, activity, government, agency, etc. is portrayed in the media. This seemingly small point can be crucial to setting the pace for the future successes for a sales and marketing team, their strategy, opportunities and challenges.

2. The words. Story content measurement and evaluation looks at:

Subject covered;
Summary of story;
Story type (positive, negative, neutral); and
Strategic messages.

3. Exponential marketing. Key to opening more and bigger doors. Often monitored through other marketing and sales opportunities.

Identification: How did the story explain a mission, use or even a brand? Was it clear?
Attributes: What benefits did the news story describe? How is the media mention helpful to the untimate key public...the end user defined in the sales and marketing plan?
Differentiation: Was a competitor mentioned? If so, were the differences clear? Was the story part of a universal type of story or was it meant to be a feature story on your business?
Endorsement: Was there evidence to support of the issue, product, service, company or event? Were the benefits stated? Were the whys answered? Was there a nod or smile from the reporter?
Call to Action: Was followup information included (i.e. for more information) such as an email address, Web site, phone number, address?

These can all be easily measured (a mechanisim must be in place, usually through all sales and marketing efforts to measure bigger or driving factors) by the following:

Customers mention the story they heard or read;
Increased hits to a Web site following the news story;
Phone calls increas immediately following the story;
Emails are received regarding the topic;
The number of registrations increase;
More coupons are redeemed;
More traffic;
More sales; and the best thing a boss or owner wants to hear or know...
More $$$$$$$$!

Measuring Public Relations: Placement

2009-04-09T17:00:00.004-04:00

"Best is first, front, forward, top and right."

The potential impact of being in the news is influenced by the story as well as the prominence of where and when a story is mentioned.

This measurement factors in the following:

1. Priority. Top placement of your news is always the best!

Print - front page feature and/or photo, cover mention, inside cover, special section, right-hand read or other priority placement that might relate to a particular business (i.e. a story in the travel section of a newspaper is great placement for a travel-related business such as a hotel)
Broadcast - being the lead story, the first story following a break, or a lead story with the sports reporter for a charity golf tournament
Internet - being at the top of the home page or special section related to the particular business

2. Exclusivity. Be the only one! Can't really say more here.

3. Location. Location. Location.

Where is the initial mention?

Teaser
Headline
First paragraph
Intro to news or show
Last story
Bottom of the page
Buried in the middle of 100's of stories

4. Space and time. Measure the length in pages, inches, seconds, minutes, etc.

5. Picture perfect. Keep track of photos and graphics. Note color or b/w in print.

Measuring Public Relations: Visual Analysis

2009-04-08T20:00:00.008-04:00

VISUAL ANALYSIS.

"In the spotlight!"
That is my client and friend for life Josh Johnson of HGTV in the photo!

So who doesn't like to see their business in a photo or video? Many organization's products, services and activities are well-suited to visual coverage. To really grab attention, be sure that all print or broadcast media stories are matched with great visuals.

Here are a few tips:

Visual. Photographers and videographers are usually able to find a visual, but it is ok to have a couple of options expecially for broadcast interviews.
Squint factor. Think about where the sun will be located as people or the camera should not be directly facing the sun.
Branding. Showcase logos and brands.

Place a logo on the podium;
Put a small logo on the microphone;
Wear a logo'd shirt, hat or jacket and be sure it shows in the shot (exagerate the rotation of the body to be sure a logo on a shirt or jacket clearly shows even if the person is looking a bit right or left with their head);
Have company vehicles in the background(perfect for governments, utilities, service companies and fire departments); and
Include a banner, flag or sign in the shot;

When measuring news clips, definitely emphasize the locations of logos in the clips.

Measuring Public Relations: Key Media

2009-04-07T14:24:00.008-04:00

KEY MEDIA.

“There are must haves on everyone's list!”

There are key media outlets that are important for different clients and will meet different goals.

Determine what media pick up of a story measures success and ask if this is a realistic goal?
Should there be and is the person, product or service viable enough to have a heavy focus on national business media?
Is success measured by getting your CEO's photo in their hometown newspaper?
Is the expert in a company perfect for morning radio interviews?
Or is there an opportunity for a feature story in TV news.

Have a plan that includes a list of key media to pitch. Then before winding up for the big pitch, ALWAYS have a strong, targeted, personalized pitch when reaching out to a media contact and NEVER pitch off topic if the reporter has posted a media query.

A weak story or off-target pitch can put an assignment editor or a reporter off forever...yep...one poorly planned and executed pitch is the fastest way to get blacklisted...that means future calls won't be answered and emails will be deleted.

Remember it really may be a great story, but for different reasons, it may not get picked up the exact moment it is pitched to the reporter or editor. If a story is turned down, it does not mean the end.

Today's no can turn into a yes for the same story tomorrow because the news cycles and story angles change rapidly! Don't be surprised if after being told no on a story today, that person pitched may call or email next week, even next month to do that story.

Pitching builds strong relationships with the media and is an important part of the process. Reporters and editors remember a good pitch. They long remember good people and who is good for a story. And it is a good thing when they need someone to interview and call or email the good person on their list.

Measuring Public Relations: The Plan

2009-04-03T12:51:00.004-04:00

The Plan. It is the map for your trip.

Plan your plan.
Write your plan.
Approve your plan.
Work your plan.
Measure your plan.

The "unspoken rule" is to get everyone to stick to the plan, but always keep in mind that is a work in progress and not a "critical path." There is always room for adjusting, ramping up or down, and when facing a round-about, allowing enough flexibility in the plan to try another road that may ultimately end up being a much grander adventure.

Public relations measurement enables an organization, business, government, marketing firm or public relations agency to determine the direct relationship between proactive publicity efforts and the output of those efforts to their "key publics".

For the purpose for this series of articles, it will relate to the media as the key public. (other key publics include employees, investors, board of directors, elected officials, vendors, existing customers, new customers, community leaders,

There are many ways to measure the effectiveness of public relations and they all vary depending on goals and can be as diverse as the differences of hundreds of different services and businesses.

There are five parts to a public relations plan. Below is an example using a "made-up" and very simple example of a plan.

1. Objective. The main thing or purpose. Keep it short and to one sentence if possible. It is the "overarching mission statement" for the plan.

Use our annual special event to solidify our business as a charitable community partner, helps our employees see us a fun place to work and our customers and vendors excited about doing business with us.

2. Strategies. Think of them as painting the broad brush strokes of the picture which always goes back to your meeting your objective.

Work with a well-known local charity that needs funding.
Have a local celebrity serve as our spokesperson on behalf of the charity.
Include current vendors as sponsors.
Involve employees in the event.
Reach our customers.
Get news coverage.

3. Goals. Measurable and specific. Also...be reasonable. Everyone wants national coverage, but is there a national news angle to your event?

Get confirmation from the local celebrity by January 2o.
By February 3, identify the charity.
Raise $3,000 for the charity by using our annual event.
Host the first task force meeting on January 2.
Engage the employee participation by 10% over last year's event.
Secure one major and two minor vendor sponsorships to pay for entertainment.
Obtain pre-event media coverage to increase company web page traffic by 1,000 new users per week for six weeks.
Book six media outlets to attend the event as working media.
Increase business by 3% over same time last year.

4. Tactics. These are what helps you reach goals, they support the strategies and all of them must meet the objective. ANY tactic that does not implicitly focus on the ultimate objective, does not support strategies and cannot be used toward reaching a measurable goal, in most cases does not need to be a tactic in your plan!

Host a news conference at the (mall, park, downtown, college...place where there will already be lots of people there) with the charity and local celebrity to announce the annual event and explain the details.
Write and distribute a media alert about the news conference.
To get a head start on raising money, get the local celebrity to sell and sign their new book and take photos at a certain location (ball game, concert, mall) and get them to donate half the proceeds to the charity.
Write and distribute news release about $$$ raised by book signing.
Pitch story ideas for the event.
Do a media blitz to media outlets with the celebrity and company CEO. Book them for morning radio and noon talk shows.
Work with celebrity's public relations manager to promote event on the celebrity's web site, communicate event in fan mail, and see if celebrity will mention event at media opportunities, including national book tour leading up to the event.
Write and distribute media alert about the event a week before and day before the event.
Do media calls the day before and day of the event.
Determine needs and secure (food, beverages, tickets, signage, seating, lighting, AV, etc.)
Monitor media.
And so on and so forth...all of the things that need to be done to support the event from catering, music, permits, volunteers, pitching media, securing photographer, event post-mortem and so on.

5. Measurement. This proves your success! Go back and see if you met or exceeded your goals? Keep in mind that there can be short-term and longer-term measurements resulting from the event may continue long after the initial event.

Confirmed local celebrity, hosted task force meetings and identified charity by goal dates.
Raised $5,500 for the local charity.
Increased employee participation at the event by 15% over their participation last year.
Distributed employee survey six months before event as a benchmark. Two weeks after the event the company did a second employee survey. Employee satisfaction is up 15% over benchmark survey. There are no other measurables for the increase (such as raises, incentives, training or programs). Though not specifically attributed to increased employee involvement and the success of event, one consider that the event played some role in raising employee satisfaction. HR will add a question for next survey to determine influence up or down for employee satisfaction.
Secured one major and eight minor vendor sponsorships which paid to book a very popular band for the event.
The band provided a signed guitar for us to give away on our web site. Social media, news releases and client email campaign helped double the web site traffic goal.
Increased business by 20% during the month of the event over last year, and business has remained at 2.9% over last year, even though there was a huge drop in the stock market two months after the event.

Applause. Applause. Applause.

Now, get started on a real plan! If you don't have a plan or need help writing one, you know who to contact !

Pretty In My Heart

2009-02-21T15:51:00.001-05:00

Have you ever thought much about how we live in an age of quantity?

From conversations with our peers to what we see, hear and read we are told that larger, faster, newer and getting more is always better. And, that we need all of it to be truly happy.

How often do you see kids and even adults buying into that philosophy? Yes, much of it is called advertising! Does it bother you? Can you turn it off? Do you appreciate the small things?

Maybe it is with age and challenging life experiences, I am learning that small and inexpensive things can bring great joy into my life. The red beaded ring, that I bought in Costa Rica for two dollars, is one example. I was shopping one night when it practically jumped on my hand. I'd just enjoyed dinner of an 8 oz. of yellow fin tuna, jasmine rice, fresh vegetables and cervesa Imperial. It cost around $8 (would have been $38 in the U.S.) and the meal was fabulous for sure! In the moment, I certainly enjoyed every bite and sip. But...it was gone.

I bought the ring. Made by hand, there is not another one exactly like it anywhere in the world. To make that ring, someone carefully strung the tiny beads together, then sewed the string into a row of beads.

The ring is on my finger today. Not only am I wearing something pretty, but as I look at my hand, the ring brings a smile to my face remembering that evening of a nice meal, window shopping along the streets of Jaco and then going back and showing my treasures to my friend at the Spanish schoole. He said it was muy bonito (very pretty).

I smiled at him in agreement. I thought so then, and still do only it is more than pretty to look at...it is pretty in my heart.

Something small and inexpensive can be as satisfying as something big and expensive. I could be wearing a 5 carat diamond, but I don't know if it would bring me as much pleasure as my red beaded ring.

If we all could take live like this, maybe we would all be happier. A simple meal with a friend becomes more than time shared…it becomes a treasured memory. Sure we open our eyes to see, but look up, down and around...you get many different views. Smile and stop and smell the roses.
Whether a single smile or the beauty of a small treasure - each day I want to pursue the things that certainly are pretty to see, but mostly I want to pursue things that are very pretty in my heart (muy bonito en mi corazon).

Setting Deadlines For Dreams

2009-02-08T22:24:00.001-05:00

An illuminating study on goal setting sponsored by the Ford Foundation found:

23% of the population has no idea what they want from life. As a result they don't have much.
67% of the population has a general idea of what they want but they don't have any plans for how to get it.
Only 10% of the population has specific, well-defined goals, but even then, 7 out of the 10 of those people reach their goals only half the time.
The top 3%, however, achieved their goals 89% of the time!

What accounts for the difference between the top 3% and the others?

The top 3% wrote down their goals.

Can it really be that simple?

Dreams and wishes are not goals until they are written as specific end results on paper. In some very real sense, writing them down materializes them.

Goals should be thought of as "dreams with a deadline". Without writing them down how can you know where you are going? How will you ever reach any destination?

Written, specific goals provide direction and focus to actions. This creates a road map providing the directions of when to stop, turn, how fast to go and how far it is to the end. A map keeps you aware of today's location. By knowing your GPS and the specific directions to the destination, it is much easier to know where you have been, serves to guide what is ahead and ensures that you will arrive on time.

In public relations, I create road maps for other people and their businesses. It really is easier to do it for someone else. i.e. "the cobbler's kids have no shoes."

This week, I plan to write down a few of my goals (both personal and professional) with a timeline and set some deadlines for my dreams. Will you join me?

Getting In The News

2009-02-08T18:56:00.001-05:00

Securing one story in the news often more than covers the cost of hiring an expert to do the work. While projects, strategies, goals and clients here are some tips about the costs of getting your story in the news.

Writing

To write a news release usually runs from $300 to $600 (400-800 words or so). It should include:

- A minimum one hour consultation
- Review of marketing materials
- Writing the release
- Client reviews release
- One round of edits

Wire Distribution

This can cost is as little as $300 for one state. (cost varies by state) A wire service charges this every time their service is used to send out a release about your company.

- A national distribution runs about $900+ — this is the most comprehensive premium U.S. distribution and you get:
- Online media monitoring for 30 days
- Premium access reporting from www.prnewswire.com
- Unlimited number of expert profiles to include in ProfNetSM
- Links to ProfNetSM expert profiles with every release you send

For more than 400 words, there is an additional fee of $100 to $150. There is also an additional fee to send a photo or logo.

Most agencies have a membership to a newswire service and the cost for the service is passed along to their clients making it cost less for everyone to be a part of using.

Custom list and distribution

Agencies pull a custom media list, i.e. for a Fashion story: fashion reporters, fashion editors what's new writers, celebrity reporters, lifestyle reporters, women's reporters, and can be thousands of reporters and media outlets, etc. This great for a company with a very specialized product because the custom list identifies the media outlet (TV, Radio, Magazine, Newspaper, Online, Blog) the specific reporter's name, title, beat, email, phone number, address, info about the reporter, etc.

Your agency should share with you the media outlets that will be receiving the release! The list can often be used again for future releases, but will need to be updated at least once per quarter as reporters are always moving around to other publications.

To pull and sort a custom list can run between $250 and $800 depending on the depth and width of the list. (TV, radio, newspaper, magazines, online, blog, freelancer, producer, assignment desk, general reporter, booker, host, anchor, photograher, meterologist, sports reporter, feature reporter, entertainment reporter, bureau chief, DMA, only certain cities, by frequency, etc.)

To distribute a release usually runs around $250 and up. (no matter how many words are in the release and a photo and logo can be attached without an extra charge - there is an extra fee with wire services)

Pitching Is Key

This is the key to getting a story published. Anyone can "just send out" a news release through a wire service or a custom distribution list.

Reporters and outlets get hundreds of releases a day and they usually only read the subject line and maybe the first sentence...that is...if they get to your release.

To ensure they receive...and read your release : - ) a good agency will call the key reporters that are most likely to cover your story to be sure they received the release (statistics show that when a pitch call is made 50% will ask to have it sent again. Calling offers the opportunity to get an even bigger story than is often portrayed in a release (phone interview with morning radio host, chance to personally invite the reporter to come and see the "story" in person, ask what angles of the release the reporter is interested in, provide more information by discussing the story with the reporter, the reporter asking about or offering an angle, or they...tell you they are not interested and hang up.

Depending on the release and story, pitching requires time on the phone and that can vary depending on the project. It is rare to reach a reporter the first time, and many times the news desk or a producer will ask to be called back at another time to discuss the story.

Of late, it seems to take a minimum of three calls to a media outlet to speak to the right person. Then, depending on their interest, time pitching the story can range from a minute to five or ten minutes. Then when sending a follow up email when a story is secured means 10 to 15 more minutes. Agencies usually have a good idea of how long it will take to pitch and can quote a range of hours. Then, ask the agency to keep you updated on results as they are pitching. Depending on results and interest, hours can be added to a pitching project.

Success Story

Do releases right. Hire a great writer. Build a custom list. And take advantage of an agency’s media relations to "sell" a story to the media and reach your target market.